Fundraising Assessment-AFP-IN

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Introduction to measures for assessing fundraising performance, drawing on the work of Jim Greenfield, Adrian Sargeant, the Association of Fundraising Professionals, and others.

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Fundraising Assessment-AFP-IN

  1. 1. Melissa S. BrownPrincipal, Melissa S. Brown & Associates, LLC March 16, 2010 AFP - Indiana
  2. 2. Why do we measure?  Word of mouth or “word of mouse”3/16/2011 Melissa S. Brown & Associates Carmel, IN 2
  3. 3. Accountability Goals 3/16/2011 Melissa S. Brown & Associates Carmel, IN 3
  4. 4. Effective AND Efficient 3/16/2011 Melissa S. Brown & Associates Carmel, IN 4
  5. 5. But compared to what?  Declined by Increased by 19 15 more than 15% Vehicle Reasonable cost guidelines more than 15% 18 Declined by less Acquisition $1.25-$1.50 / $1 raised Increased by less 24 than 15% than 15% 24 Planned $0.20-$0.30 / $ raised Stayed the same Giving3/16/2011 Melissa S. Brown & Associates Carmel, IN 5
  6. 6. Major  Intermediate Annual donors Constituency FollowersFollowingFeldman 3/16/2011 Melissa S. Brown & Associates Carmel, IN 6
  7. 7. General public Self-Identified Advocates  z Mailing List Melissa S. Brown & Associates Carmel,2/4/2001 7 IN
  8. 8. Greenfield’s 9 points Baseline data  1. Number of donors (or donations) 2. Income from this appeal or group of appeals. 3. Expense, including indirect costs, for this appeal or group of appeals3/16/2011 Melissa S. Brown & Associates Carmel, IN 8
  9. 9. Effectiveness  4. % Participation : Donors/Number receiving appeals 5. Average gift : Income/# Donors (or donations) 6. Net income: Income  Expense3/16/2011 Melissa S. Brown & Associates Carmel, IN 9
  10. 10. Efficiency  1. Average cost per gift: Expense/Donor or donation 2. Fund-Raising Cost: Expense/Income can be cents/dollar or % 1. Return: Net Income/Expenses * 100 (for percentage)3/16/2011 Melissa S. Brown & Associates Carmel, IN 10
  11. 11. zz z z 
  12. 12. What about loyalty?  A. Sargeant, Donor Retention, AFP3/16/2011 Melissa S. Brown & Associates Carmel, IN 12
  13. 13. Sargeant & Jay Loyalty Model   Service Quality  Risk  Shared Beliefs Learning  Personal Link  Multiple Engagements3/16/2011 Melissa S. Brown & Associates Carmel, IN 13
  14. 14. Loyalty Metrics: Quantitative Info  Attrition rate Gains/Losses Transaction Frequency Donor Lifetime Value Sargeant & Jay3/16/2011 Melissa S. Brown & Associates Carmel, IN 14
  15. 15. Loyalty Metrics: Qualitative Info   Donor Satisfaction/Commitment and Trust  Exit Polling  Number (and Categories) of Complaints Sargeant & Jay3/16/2011 Melissa S. Brown & Associates Carmel, IN 15
  16. 16. Other Metrics Proposed   Monitor % of new donors who report learning of organization from existing donor or volunteer  Track MEDIAN, not mean, gift amount  Track % of gift $ that are “over the transom” dzo Strategies3/16/2011 Melissa S. Brown & Associates Carmel, IN 16
  17. 17. Going Forward   Before picking metrics, have a plan for what can change when metrics employed.  Determine “compared to WHAT”. Without a benchmark, even an internal one, data not helpful.  Start modestly, test, review, revise.  Assess “cost” of implementation against “benefits” of use (time, particularly).3/16/2011 Melissa S. Brown & Associates Carmel, IN 17
  18. 18. Resources  www.AchieveGuidance.com Feldman pyramid www.AFPNet.org FEP, Nonprofit Research Collaborative Achieving Excellence in Fundraising Greenfield’s table 3rd Edition, eds: Tempel, Seiler and Aldrich www.GivingUSAReports.org Giving USA 2010 www.studyfundraising.info Sargeant on Donor Loyalty www.dzostrategies.com Beyond cash dashboard items3/16/2011 Melissa S. Brown & Associates Carmel, IN 18

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