'5 Basic Fundraising Metrics to Start Measuring Today' by Jeffrey Haguewood further accumulates fundraising metrics that can yield important insights for donor management. The list developed by him uses average gift size and number of gifts for the purpose of planning, budgeting and forecasting marketing activities. He focuses on calculating conversion rate for each marketing activity respectively and measuring them individually against donor engagement. This way, it would be easier for non-profit managers to see which activity reaps maximum contribution and allow them an opportunity to dig deep into donors behavior.
- Develop Success Metrics - Create metrics which allow you to continually monitor the effectiveness of your donor marketing efforts
- Base Communication Strategy on Donor Segmentation - Use donor segmentation to develop strategy that will resonate well with the behavior of high-value and high-potential donors
- Leverage Insights - Understand donor motivation by gauging where your non-profit fits in your donor's life story
Sidra Zia is an MS. Candidate in Integrated Marketing Communications at Northwestern University with a specialization in digital marketing geared towards social development. She is passionate about narrating stories on the digital canvas and has previously contributed to marketing efforts of several international development organizations as a strategic communication professional.
LinkedIn: Sidra Zia