metrics that matter measuring the success of your fundraising efforts in a multi- channel...

METRICS THAT MATTER

MEASURING THE SUCCESS OF YOUR FUNDRAISING

EFFORTS IN A MULTI-CHANNEL ENVIRONMENT

PRESENTED BY

MARK LOUX

• SR. VICE PRESIDENT STRATEGY & ANALYTICS

• DOUGLAS SHAW & ASSOCIATES

MARYANN AIMONE

• VICE PRESIDENT FOR ADVANCEMENT & COMMUNICATION

• EXECUTIVE DIRECTOR OF THE CORNERSTONE FOUNDATION

LUTHERAN SOCIAL SERVICES OF ILLINOIS

GOALS FOR THE WORKSHOP

1. LEARN THE TOP 10 METRICS

2. DETERMINE THE IMPACT OF YOUR MULTI-CHANNEL EFFORTS

3. MEASURE YOUR DIGITAL RETURN ON INVESTMENT

WHY MEASURE AT ALL?

• IT BUILDS CREDIBILITY.

• IT HELPS YOU KNOW THE IMPACT OF EACH EFFORT.

• IT HELPS YOU FORECAST RESULTS NOT SPENDING.

• IT HELPS MAKE THE CASE FOR INVESTMENT SPENDING.

THE 5 STAGES OF ACCOUNTABILITY• DENIAL

• FEAR

• CONFUSION

• SELF-PROMOTION

• ACCOUNTABILITY

WE MEASURE WHAT WE VALUE AND VALUE WHAT WE MEASURE.

YOU CAN ONLY MEASURE CAPTURED DATA!

WHERE TO BEGIN

Overall

AudienceChanne

lProject

WHAT TO MEASURE

OVERALL FILE PERFORMANCE

DONOR PERFORMANCE

PROJECT/EFFORT PERFORMANCE

THE VALUE OF TRENDS

BENCHMARKING TOOLS

START WITH ORGANIZATIONAL TRENDS3-MONTH AND 12-MONTH ROLLING AVERAGES

WHAT ABOUT EXCLUDING LARGE GIFTS?

MEASURE WITH A PURPOSE (HOW WILL THIS INFORMATION INFORM YOUR DECISIONS?)

DETERMINE YOUR KEY PERFORMANCE INDICATORS

ACTIVE DONORS

TOTAL REVENUE

GIFT FREQUENCY

AVERAGE GIFT

• IDENTIFY YOUR REVENUE STREAMS

• DONATIONS

• PRODUCT SALES

• EVENT PARTICIPATION

WHAT’S IMPORTANT• TRENDING VS. ACTUALS

• YEAR-OVER-YEAR CHANGES

• IDENTIFY OUTLIERS (DISASTER, EMERGENCY NEED, ETC.)

KEY ORGANIZATIONAL PERFORMANCE INDICATORSREPORT #1

REPORT #1: KEY DATA POINTS

• ROLLING 12 MONTH DONORS

• ROLLING 12 MONTH TOTAL INCOME

• ROLLING 12 MONTH NUMBER OF GIFTS

• PERCENT CHANGE TO PREVIOUS YEAR (CALCULATION)

• PERCENT CHANGE TO INDEX POINT (CALCULATION)

• AVERAGE GIFT (CALCULATION)

• GIFTS/DONOR (CALCULATION)

• REVENUE/DONOR (CALCULATION)

HOW THIS REPORT HELPS YOU

• EARLY WARNING SYSTEM

• MUST UNDERSTAND HOW THE VARIABLES IMPACT OTHER VARIABLES

• WHAT TO WATCH FOR

REPORT #1ROLLING 12 MONTH AVERAGE

PERCENT CHANGE

REPORT #1ROLLING 12 MONTH

AVERAGE

INDEX

REPORT #1ROLLING 12 MONTH

AVERAGE

ACTIVE DONORS

REPORT #1ROLLING 12 MONTH

AVERAGE

GIFTS

REPORT #1ROLLING 12 MONTH

AVERAGE

REVENUE

DONORS BY LIFE STAGEREPORT #2

REPORT # 2: PRIMARY LIFE STAGES• NEW

• 2ND YEAR FROM NEW

• MULTI-YEAR

• RENEWED

• 2ND YEAR RENEWED

REPORT # 2: DATA FOR EACH LIFE STAGE

• STARTING NUMBER

• ACTIVE IN THE TIME PERIOD

• GIFTS

• REVENUE

• GIFTS/DONOR

• AVERAGE GIFT

• REVENUE PER DONOR

New Donors (First Gift This Year) 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 15,339 15,955 14,073 17,841 3,768 26.77% 16,503 16,113 -390 -2.36%Gifts 24,579 26,537 23,846 28,473 4,627 19.40% 25,146 26,838 1,692 6.73%Revenue $3,168,975.27 $2,769,738.69 $2,922,884.43 $3,264,733.76 $341,849.33 11.70% $2,882,899.84 $3,397,745.96 $514,846.12 17.86%Gifts/Donor 1.60 1.66 1.69 1.60 -0.10 -5.81% 1.52 1.67 0.14 9.31%Average Gift $128.93 $104.37 $122.57 $114.66 -$7.91 -6.46% $114.65 $126.60 $11.96 10.43%Income/Donor $206.60 $173.60 $207.69 $182.99 -$24.70 -11.89% $174.69 $210.87 $36.18 20.71%

Second Year New Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 11,241 15,339 15,955 14,073 -1,882 -11.80% 14,073 17,841 3,768 26.77%Responsive Donors 3,255 4,719 4,468 4,374 -94 -2.10% 4,291 6,004 1,713 39.92%% Response 28.96% 30.76% 28.00% 31.08% 3.08% 10.99% 30.49% 33.65% 3.16% 10.37%Gifts 12,485 16,610 17,919 17,577 -342 -1.91% 16,346 20,402 4,056 24.81%Revenue $975,512.00 $1,459,268.77 $1,784,961.26 $1,745,761.26 -$39,200.00 -2.20% $1,629,087.14 $1,877,019.26 $247,932.12 15.22%Gifts/Donor 3.84 3.52 4.01 4.02 0.01 0.20% 3.81 3.40 -0.41 -10.80%Average Gift $78.13 $87.85 $99.61 $99.32 -$0.29 -0.29% $99.66 $92.00 -$7.66 -7.69%Income/Donor $299.70 $309.23 $399.50 $399.12 -$0.38 -0.09% $379.65 $312.63 -$67.02 -17.65%

Multi-Year Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 18,651 19,692 21,935 22,257 322 1.47% 22,257 21,676 -581 -2.61%Responsive Donors 13,130 13,707 14,544 14,580 36 0.25% 14,375 14,453 78 0.54%% Response 70.40% 69.61% 66.30% 65.51% -0.80% -1.20% 64.59% 66.68% 2.09% 3.24%Gifts 71,955 73,964 75,014 78,247 3,233 4.31% 72,369 76,124 3,755 5.19%Revenue $6,404,280.50 $7,433,936.31 $7,806,302.33 $8,764,883.26 $958,580.93 12.28% $8,182,754.79 $9,301,372.76 $1,118,617.97 13.67%Gifts/Donor 5.48 5.40 5.16 5.37 0.21 4.05% 5.03 5.27 0.23 4.62%Average Gift $89.00 $100.51 $104.06 $112.02 $7.95 7.64% $113.07 $122.19 $9.12 8.06%Income/Donor $487.76 $542.35 $536.74 $601.16 $64.42 12.00% $569.24 $643.56 $74.32 13.06%

Completed FY2012 and FY2013 FYTD2013 and FYTD2014

FYTD2013 and FYTD2014

Completed Fiscal Year Fiscal Year-to-Date

Client A

Data through last day of August 2014

FYTD2013 and FYTD2014Completed FY2012 and FY2013

Completed Fiscal Year Completed FY2012 and FY2013

Segment Analysis: Completed Fiscal Year and Fiscal Year-to-Date

Fiscal Year-to-Date

Fiscal Year-to-DateCompleted Fiscal Year

Fiscal Year: October 1 - September 30

Lapsed Donors 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 186,371 195,591 208,738 225,945 17,207 8.24% 225,945 240,485 14,540 6.44%Responsive Donors 8,121 8,070 6,496 6,610 114 1.75% 6,422 6,533 111 1.73%% Response 4.36% 4.13% 3.11% 2.93% -0.19% -5.99% 2.84% 2.72% -0.13% -4.42%Gifts 12,525 12,660 10,189 10,585 396 3.89% 9,848 10,254 406 4.12%Revenue $1,382,184.58 $1,650,863.53 $1,623,870.52 $1,889,739.61 $265,869.09 16.37% $1,681,239.15 $1,370,864.12 -$310,375.03 -18.46%Gifts/Donor 1.54 1.57 1.57 1.60 0.03 2.09% 1.53 1.57 0.04 2.35%Average Gift $110.35 $130.40 $159.37 $178.53 $19.16 12.02% $170.72 $133.69 -$37.03 -21.69%Income/Donor $170.20 $204.57 $249.98 $285.89 $35.91 14.37% $261.79 $209.84 -$51.96 -19.85%

Second Year Reactivated 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 7,141 8,121 8,070 6,496 -1,574 -19.50% 6,496 6,610 114 1.75%Responsive Donors 3,307 3,509 3,245 2,722 -523 -16.12% 2,662 2,753 91 3.42%% Response 46.31% 43.21% 40.21% 41.90% 1.69% 4.21% 40.98% 41.65% 0.67% 1.63%Gifts 8,022 8,338 7,901 6,615 -1,286 -16.28% 6,191 6,513 322 5.20%Revenue $721,621.06 $786,734.15 $1,279,270.32 $813,611.59 -$465,658.73 -36.40% $769,071.14 $927,206.00 $158,134.86 20.56%Gifts/Donor 2.43 2.38 2.43 2.43 0.00 -0.19% 2.33 2.37 0.04 1.72%Average Gift $89.96 $94.36 $161.91 $122.99 -$38.92 -24.04% $124.22 $142.36 $18.14 14.60%Income/Donor $218.21 $224.20 $394.23 $298.90 -$95.33 -24.18% $288.91 $336.80 $47.89 16.58%

Total 2010 2011 2012 2013 Variance Value Variance Percent 2013 2014 Variance Value Variance PercentDonors 43,152 45,960 42,826 46,127 3,301 7.71% 44,253 45,856 1,603 3.62%Gifts 129,566 138,109 134,869 141,497 6,628 4.91% 129,900 140,131 10,231 7.88%Revenue $12,652,573.41 $14,100,541.45 $15,417,288.86 $16,478,729.48 $1,061,440.62 6.88% $15,145,052.06 $16,874,208.10 $1,729,156.04 11.42%Gifts/Donor 3.00 3.00 3.15 3.07 -0.08 -2.59% 2.94 3.06 0.12 4.11%Average Gift $97.65 $102.10 $114.31 $116.46 $2.15 1.88% $116.59 $120.42 $3.83 3.28%Income/Donor $293.21 $306.80 $360.00 $357.25 -$2.75 -0.76% $342.24 $367.98 $25.74 7.52%

FYTD2013 and FYTD2014

FYTD2013 and FYTD2014

Completed Fiscal Year Completed FY2012 and FY2013 Fiscal Year-to-Date

Completed Fiscal Year Completed FY2012 and FY2013

Client A

Data through last day of August 2014

Fiscal Year-to-Date FYTD2013 and FYTD2014

Segment Analysis: Completed Fiscal Year and Fiscal Year-to-Date

Completed Fiscal Year Completed FY2012 and FY2013 Fiscal Year-to-Date

Fiscal Year: October 1 - September 30

ROLLING 12 MONTH UPGRADE/DOWNGRADEREPORT #3

REPORT # 3: UPGRADE/DOWNGRADE

• BY STATUS

• BY INITIAL SEGMENT

• CURRENT SEGMENT

REPORT # 3: DATA FOR EACH VIEW

Status Donors % DonorsPrevious Year

IncomePrevious Year Gifts Income %

Current Year Income

Current Year Gifts Income %

Income Difference

Rolling 12 Month Summary

REPORT # 3: DATA FOR EACH VIEW

Status Donors % DonorsPrevious Year

IncomePrevious Year Gifts Income %

Current Year Income

Current Year Gifts Income %

Income Difference

Upgrades 9,560 13.9% 3,923,631.99$ 37,653 24.3% 7,857,152.84$ 57,751 43.1% 3,933,520.85$ Same 4,390 6.4% 1,732,892.01$ 20,304 10.7% 1,732,892.01$ 20,383 9.5% -$ Downgrades 8,853 12.8% 5,917,988.35$ 47,902 36.7% 3,207,547.52$ 32,878 17.6% (2,710,440.83)$ Lapsed 10,897 15.8% 2,836,916.41$ 20,625 17.6% -$ 0 0.0% (2,836,916.41)$ New 17,449 25.3% -$ 0 0.0% 3,870,827.58$ 29,939 21.2% 3,870,827.58$ Non Activated 11,144 16.2% 1,732,667.98$ 13,124 10.7% -$ 0 0.0% (1,732,667.98)$ Reactivated 6,691 9.7% -$ 0 0.0% 1,550,465.57$ 10,775 8.5% 1,550,465.57$ Total 68,984 100.0% 16,144,096.74$ 139,608 100.0% 18,218,885.52$ 151,726 100.0% 2,074,788.78$

Rolling 12 Month Summary

REPORT # 3: DATA FOR EACH VIEW

Status Donors % DonorsPrevious Year

IncomePrevious Year

# of Gifts Income %Current Year

IncomeCurrent Year

# of Gifts Income %Income

Difference$10000+ 112 0.2% 2,676,842.57$ 725 16.6% 2,568,981.86$ 779 14.1% (107,860.71)$ $5000-$9999.99 174 0.2% 1,174,357.89$ 552 7.3% 1,137,274.59$ 541 6.2% (37,083.30)$ $2500-$4999.99 351 0.5% 1,341,869.64$ 1,157 8.3% 1,229,477.15$ 1,220 6.8% (112,392.49)$ $1000-$2499.99 1,594 2.4% 2,244,537.97$ 3,649 13.9% 2,563,330.01$ 4,081 14.1% 318,792.04$ $500-$999.99 2,200 3.3% 1,590,628.61$ 4,922 9.9% 1,864,676.75$ 5,500 10.2% 274,048.14$ $250-$499.99 2,947 4.4% 1,334,173.08$ 6,497 8.3% 1,623,999.87$ 7,445 8.9% 289,826.79$ $100-$249.99 15,136 22.5% 3,095,701.37$ 31,990 19.2% 3,907,422.17$ 34,987 21.5% 811,720.80$ $50-$99.99 13,642 20.3% 1,420,300.69$ 30,106 8.8% 1,764,417.90$ 32,775 9.7% 344,117.21$ $25-$49.99 19,017 28.3% 941,210.81$ 35,868 5.8% 1,170,448.88$ 39,106 6.4% 229,238.07$ $15-$24.99 7,585 11.3% 247,606.57$ 14,517 1.5% 293,332.71$ 14,844 1.6% 45,726.14$ $10-$14.99 4,508 6.7% 66,432.83$ 6,890 0.4% 80,200.90$ 7,053 0.4% 13,768.07$ $.01-$9.99 0 0.0% -$ 0 0.0% -$ 0 0.0% -$ Total 67,266 100.0% 16,133,662.03$ 136,873 100.0% 18,203,562.79$ 148,331 100.0% 2,069,900.76$

Rolling 12 Month Summary

REPORT # 3: DATA FOR EACH VIEW

SegmentPrevious Year

DonorsPrevious Year

IncomePrevious Year

GiftsPrevious Year Gifts/Donor

Previous Year $/Donor

Current Year Donors

Current Year Income

Current Year Gifts

Current YearGifts/Donor

Current Year $/Donor

Donor Percent Change

Income Difference

$10000+ 76 2,676,842.57$ 725 9.54 35,221.61$ 94 3,365,814.74$ 876 9.32 35,806.54$ 23.68% 688,972.17$ $5000-$9999.99 125 1,174,357.89$ 552 4.42 9,394.86$ 143 1,295,249.89$ 697 4.87 9,057.69$ 14.40% 120,892.00$ $2500-$4999.99 249 1,341,869.64$ 1,157 4.65 5,389.03$ 263 1,405,509.59$ 1,125 4.28 5,344.14$ 5.62% 63,639.95$ $1000-$2499.99 1,083 2,244,537.97$ 3,649 3.37 2,072.52$ 1,158 2,532,923.06$ 3,998 3.45 2,187.33$ 6.93% 288,385.09$ $500-$999.99 1,476 1,590,628.61$ 4,922 3.33 1,077.66$ 1,639 1,822,770.29$ 5,723 3.49 1,112.12$ 11.04% 232,141.68$ $250-$499.99 1,950 1,334,173.08$ 6,497 3.33 684.19$ 2,174 1,534,222.11$ 7,554 3.47 705.71$ 11.49% 200,049.03$ $100-$249.99 10,102 3,095,701.37$ 31,990 3.17 306.44$ 10,522 3,426,760.51$ 35,976 3.42 325.68$ 4.16% 331,059.14$ $50-$99.99 9,112 1,420,300.69$ 30,106 3.30 155.87$ 9,534 1,539,879.90$ 33,067 3.47 161.51$ 4.63% 119,579.21$ $25-$49.99 12,252 941,210.81$ 35,868 2.93 76.82$ 12,607 968,841.11$ 37,469 2.97 76.85$ 2.90% 27,630.30$ $15-$24.99 5,031 247,606.57$ 14,517 2.89 49.22$ 5,059 249,007.94$ 14,854 2.94 49.22$ 0.56% 1,401.37$ $10-$14.99 2,742 66,432.83$ 6,890 2.51 24.23$ 2,931 66,776.71$ 6,984 2.38 22.78$ 6.89% 343.88$ $.01-$9.99 1,378 10,434.71$ 2,735 1.98 7.57$ 1,549 12,039.67$ 3,401 2.20 7.77$ 12.41% 1,604.96$

Total 45,576 16,144,096.74$ 139,608 3.06 354.22$ 47,673 18,219,795.52$ 151,724 3.18 382.18$ 4.60% 2,075,698.78$

Rolling 12 Month Summary

DONOR VALUE BY INITIAL GIFT SIZEREPORT #4

REPORT # 4: DONOR VALUE GIFT SIZE

• TRENDING

• CURRENT VALUE

• LIFETIME VS. CURRENT YEAR

REPORT # 4: DATA FOR EACH VIEW

Initial Gift SizeYear Average $0-9.99 $10-14.99 $15-24.99 $25-49.99 $50-99.99 $100-249.99 $250-499.99 $500-999.99 $1000+

2004 354.35$ 28.97$ 65.11$ 90.54$ 156.06$ 300.89$ 657.18$ 813.29$ 1,451.69$ 27,158.71$ 2005 239.70$ 22.90$ 69.23$ 94.31$ 144.58$ 263.88$ 498.15$ 1,112.92$ 2,446.99$ 11,031.05$ 2006 215.43$ 68.14$ 71.95$ 95.30$ 167.10$ 265.83$ 563.92$ 976.95$ 1,466.73$ 7,354.31$ 2007 245.61$ 23.94$ 65.50$ 100.10$ 165.33$ 283.30$ 526.87$ 1,185.70$ 2,471.82$ 8,367.92$ 2008 291.78$ 33.90$ 68.15$ 106.69$ 185.72$ 348.59$ 505.77$ 1,189.66$ 1,615.50$ 16,185.81$ 2009 328.16$ 24.85$ 68.39$ 92.68$ 169.40$ 342.69$ 546.55$ 854.18$ 2,059.87$ 22,468.57$

Client A5 Year Donor Value by Initial Gift Amount

REPORT #4DONOR VALUE BY INITIAL GIFT SIZE

MULTI-ENGAGEMENT REPORTREPORT #5

REPORT # 5: MULTI-ENGAGEMENT REPORT

• TRENDING

• CURRENT VALUE

• LIFETIME VS. CURRENT YEAR

REPORT # 5: DATA FOR EACH VIEW

• IDENTIFY THE ENGAGEMENT POINTS

• IDENTIFY REVENUE AND UNIQUE CONSTITUENTS BY COMBINATION OF ENGAGEMENT POINTS

• IDENTIFY REVENUE BY CHANNEL

REPORT #5LIFETIME VALUE BY

ENGAGEMENT

REPORT #5LIFETIME VALUE BY

ENGAGEMENT

REPORT #5LIFETIME VALUE BY

ENGAGEMENT

REPORT #5LIFETIME VALUE BY

ENGAGEMENT

REPORT #5MULTI-CHANNEL ENGAGEMENT

TOP 5 ENGAGEMENTS

LARGEST GIFT BY INITIAL GIFT SIZEREPORT #6

REPORT # 6: LARGEST GIFT BY INITIAL GIFT SIZE

• TRENDING

• CURRENT VALUE

• LIFETIME VS. CURRENT YEAR

REPORT # 6: DATA FOR EACH VIEW

• REVENUE BY SOURCE AND FIRST YEAR

$.01-9.99 $10-14.99 $15-24.99 $25-49.99 $50-99.99 $100-249.99 $250-499.99 $500-999.99 $1000+$.01-9.99 3966 790 380 203 50 25 2 3 2$10-14.99 0 15428 4032 3350 982 359 37 23 9$15-24.99 0 0 7959 2569 769 303 34 17 12$25-49.99 0 0 0 18215 3817 1976 204 96 71$50-99.99 0 0 0 0 6710 1682 198 83 64

$100-249.99 0 0 0 0 0 5137 389 206 138$250-499.99 0 0 0 0 0 0 658 71 44$500-999.99 0 0 0 0 0 0 0 534 74

$1000+ 0 0 0 0 0 0 0 0 735

Largest Lifetime Amount

Initi

al G

ift

REPORT #6LARGEST LIFETIME GIFT BY INITIAL GIFT AMOUNT

GIVING BY CHANNELREPORT #7

REPORT # 7: GIVING BY CHANNEL

• TRENDING

• CURRENT VALUE

• LIFETIME VS. CURRENT YEAR

REPORT # 7: DATA FOR EACH VIEW

• REVENUE BY SOURCERow Labels FY 10/11 FY 11/12 FY12/13 FY13/14 Grand TotalAcquisition 738,265.43$ 618,539.44$ 971,524.13$ 884,770.18$ 3,213,099.18$ Banquet 894,615.54$ 958,387.46$ 871,958.71$ 1,007,211.94$ 3,732,173.65$ Direct Mail 3,216,653.23$ 3,044,228.24$ 3,155,886.68$ 3,538,926.81$ 12,955,694.96$ Event 51,414.56$ 47,244.68$ 60,813.05$ 68,753.39$ 228,225.68$ Field Support 308,178.94$ 323,424.18$ 289,860.37$ 122,534.29$ 1,043,997.78$ Other 1,029,146.88$ 1,040,720.24$ 1,041,012.23$ 877,098.49$ 3,987,977.84$ Receipt 3,097,506.54$ 3,358,791.55$ 3,146,446.01$ 3,422,947.30$ 13,025,691.40$ Support 129,484.26$ 234,922.43$ 216,186.93$ 220,583.13$ 801,176.75$ White Mail 2,508,249.78$ 2,981,045.94$ 3,165,848.05$ 4,066,223.60$ 12,721,367.37$ Development 140,520.00$ 171,762.11$ 167,688.00$ 221,760.00$ 701,730.11$ Recurring 207,102.87$ 279,654.87$ 306,212.37$ 1,010,075.23$ 1,803,045.34$ Digital 797,325.30$ 1,365,168.72$ 1,751,615.54$ 1,431,166.05$ 5,345,275.61$ Sponsorship 2,157.69$ 2,157.69$ Grand Total 13,118,463.33$ 14,423,889.86$ 15,145,052.06$ 16,874,208.10$ 59,561,613.35$

REPORT #7INCOME BY SOURCE

PERFORMANCE MATCHBACKREPORT #8

REPORT # 8: PERFORMANCE IMPACT

• TRENDING

• CURRENT VALUE

• LIFETIME VS. CURRENT YEAR

REPORT # 8: DATA FOR EACH VIEW

• INTERACTION FILE

• ALL GIFT INFORMATION

• TARGET SOURCES

• WHITE MAIL

• ONLINE

• RECEIPT

SAMPLE DATA FOR MATCHBACK

Project Impacts ResponsesNew Donors

% Response

New Donor %

Total Revenue

Ave. Gift Cost Net

Matchback Gifts

Matchback New Donors

Matchback Amount

Matchback Average

Matchback Other Costs

Total Responses

Total New Donors

Total Response Rate

Total Revenue Total Cost

Total Net Revenue ROI NYPM

Net/ New Donor

Acquisition 1,200,000 10,000 5,000 0.83% 50.00% 475,000.00$ 47.50$ 600,000.00$ (125,000.00)$ 4,500 1,500 1,150,000.00$ 255.56$ 350,000.00$ 14,500 6,500 1.21% 1,625,000.00$ 825,000.00$ 800,000.00$ 1.97$ 666.67$ 123.08$

REPORT #8MATCHBACK TO SOURCE

$-

$200,000.00

$400,000.00

$600,000.00

$800,000.00

$1,000,000.00

$1,200,000.00

Total Donations from Appeal Recipients

PROJECT SUMMARYREPORT #9

REPORT # 9: PROJECT SUMMARY

• RESPONSE

• BUDGET

• VARIATION

REPORT # 9: PROJECT SUMMARY VIEW

• PROJECT

• NUMBER OF IMPACTS

• NUMBER OF RESPONSES

• NUMBER OF PREMIUMS REQUESTED

• RESPONSE RATE

• TOTAL REVENUE

• AVERAGE GIFT

• EFFORT COST

• PREMIUM COST

• NET REVENUE

• RETURN ON INVESTMENT

• COST/$ RAISED

• NET YIELD PER THOUSAND

# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 997,648 43,466 4.36% 2,255,445.33$ 51.89$ N/A 2,255,445.33$ 440,959.89$ 1,814,485.44$ 5.11$ 1,818.76$ Actual 978,221 43,752 4.47% 2,488,213.64$ 56.87$ 25,339.78$ 2,513,553.42$ 423,642.93$ 2,089,910.49$ 5.93$ 2,136.44$ Variance (19,427) 286 0.12% 232,768.31$ 4.98$ N/A 258,108.09$ (17,316.96)$ 275,425.05$ 0.82$ 317.68$ % Variance (1.95)% 0.66% 2.66% 10.32% 9.60% N/A 11.44% (3.93)% 15.18% 16.00% 17.47%

# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 430,866 32,605 7.57% 1,769,397.99$ 54.27$ N/A 1,769,397.99$ 169,768.36$ 1,599,629.63$ 10.42$ 3,712.59$ Actual 418,444 32,703 7.82% 1,954,465.52$ 59.76$ 25,339.78$ 1,979,805.30$ 158,092.34$ 1,821,712.96$ 12.52$ 4,353.54$ Variance (12,422) 98 0.25% 185,067.53$ 5.50$ N/A 210,407.31$ (11,676.02)$ 222,083.33$ 2.10$ 640.95$ % Variance (2.88)% 0.30% 3.28% 10.46% 10.13% N/A 11.89% (6.88)% 13.88% 20.16% 17.26%

# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 79,782 4,927 6.18% 247,537.34$ 50.24$ N/A 247,537.34$ 39,201.53$ 208,335.81$ 6.31$ 2,611.31$ Actual 75,501 4,782 6.33% 302,642.06$ 63.29$ -$ 302,642.06$ 34,568.47$ 268,073.59$ 8.75$ 3,550.60$ Variance (4,281) (145) 0.16% 55,104.72$ 13.05$ N/A 55,104.72$ (4,633.06)$ 59,737.78$ 2.44$ 939.28$ % Variance (5.37)% (2.94)% 2.56% 22.26% 25.97% N/A 22.26% (11.82)% 28.67% 38.65% 35.97%

# Mailed # Resp. % Resp. Gross Ave. Gift Exp. Gross Total Gross Cost Net ROI NYPMProjected 487,000 5,934 1.22% 238,510.00$ 40.19$ N/A 238,510.00$ 231,990.00$ 6,520.00$ 1.03$ 13.39$ Actual 484,276 6,267 1.29% 231,106.06$ 36.88$ -$ 231,106.06$ 230,982.12$ 123.94$ 1.00$ 0.26$ Variance (2,724) 333 0.08% (7,403.94)$ (3.32)$ N/A (7,403.94)$ (1,007.88)$ (6,396.06)$ (0.03)$ (13.13)$ % Variance (0.56)% 5.61% 6.21% (3.10)% (8.25)% N/A (3.10)% (0.43)% (98.10)% (2.68)% (98.09)%

Acquisition Total

Grand Total

Appeal Total

Newsletter Total

Client FProject Variance

Results as of: 08/06/14

PROJECT DETAIL REPORTREPORT #10

REPORT # 6: PROJECT DETAIL REPORT

• TOTALS BY SEGMENT

REPORT # 10: DATA FOR EACH VIEW

• SEGMENT

• NUMBER OF IMPACTS

• NUMBER RETURNED

• NUMBER OF PREMIUMS REQUESTED

• PERCENT RESPONSE

• TOTAL REVENUE

• AVERAGE GIFT

• EFFORT COST

• PREMIUM COST

• NET REVENUE

• RETURN ON INVESTMENT

• COST/$ RAISED

• NET YIELD PER THOUSAND

Client DOctober 2013 Appeal #2First Gift Date: 10/28/2013Results as of: 8/6/2014

Newly Acquired Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 21 1 4.76% 1,000.00$ 1,000.00$ 0.34$ 7.20$ 992.80$ 138.83$ 47,276.05$ 0.01$ $500-$999.99 18 2 11.11% 850.00$ 425.00$ 0.34$ 6.17$ 843.83$ 137.67$ 46,879.22$ 0.01$ $250-$499.99 44 1 2.27% 200.00$ 200.00$ 0.34$ 15.09$ 184.91$ 13.25$ 4,202.45$ 0.08$ $100-$249.99 301 14 4.65% 2,219.05$ 158.50$ 0.34$ 103.24$ 2,115.81$ 21.49$ 7,029.26$ 0.05$ $50-$99.99 401 32 7.98% 2,166.55$ 67.70$ 0.34$ 137.54$ 2,029.01$ 15.75$ 5,059.87$ 0.06$ $25-$49.99 819 52 6.35% 2,237.60$ 43.03$ 0.34$ 280.92$ 1,956.68$ 7.97$ 2,389.11$ 0.13$ $15-$24.99 1,403 111 7.91% 2,673.00$ 24.08$ 0.34$ 481.23$ 2,191.77$ 5.55$ 1,562.20$ 0.18$ $10-$14.99 292 25 8.56% 330.90$ 13.24$ 0.34$ 100.16$ 230.74$ 3.30$ 790.22$ 0.30$

3,299 238 7.21% 11,677.10$ 49.06$ 0.34$ 1,131.56$ 10,545.54$ 10.32$ 3,196.59$ 0.10$

Active Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 137 9 6.57% 7,700.00$ 855.56$ 0.34$ 46.99$ 7,653.01$ 163.86$ 55,861.38$ 0.01$ $500-$999.99 258 30 11.63% 10,700.00$ 356.67$ 0.34$ 88.49$ 10,611.51$ 120.91$ 41,129.87$ 0.01$ $250-$499.99 429 39 9.09% 7,830.00$ 200.77$ 0.34$ 147.15$ 7,682.85$ 53.21$ 17,908.75$ 0.02$ $100-$249.99 3,126 293 9.37% 34,211.35$ 116.76$ 0.34$ 1,072.22$ 33,139.13$ 31.91$ 10,601.13$ 0.03$ $50-$99.99 3,339 449 13.45% 23,902.99$ 53.24$ 0.34$ 1,145.28$ 22,757.71$ 20.87$ 6,815.73$ 0.05$ $25-$49.99 4,699 624 13.28% 18,971.02$ 30.40$ 0.34$ 1,611.76$ 17,359.26$ 11.77$ 3,694.24$ 0.08$ $15-$24.99 3,917 541 13.81% 10,211.15$ 18.87$ 0.34$ 1,343.54$ 8,867.61$ 7.60$ 2,263.88$ 0.13$

15,905 1,985 12.48% 113,526.51$ 57.19$ 0.34$ 5,455.44$ 108,071.07$ 20.81$ 6,794.79$ 0.05$

Lapsed Mailed Responses % Response Total Income Average Gift $/Piece Total Expense Net Income ROI NYPM CPDR$1000+ 57 1 1.75% 40.00$ 40.00$ 0.34$ 19.55$ 20.45$ 2.05$ 358.75$ 0.49$ $500-$999.99 109 3 2.75% 800.00$ 266.67$ 0.34$ 37.39$ 762.61$ 21.40$ 6,996.45$ 0.05$ $250-$499.99 204 10 4.90% 2,105.00$ 210.50$ 0.34$ 69.97$ 2,035.03$ 30.08$ 9,975.63$ 0.03$ $100-$249.99 2,091 78 3.73% 9,114.50$ 116.85$ 0.34$ 717.22$ 8,397.28$ 12.71$ 4,015.92$ 0.08$ $50-$99.99 2,867 106 3.70% 5,134.65$ 48.44$ 0.34$ 983.38$ 4,151.27$ 5.22$ 1,447.95$ 0.19$ $25-$49.99 4,670 198 4.24% 6,724.95$ 33.96$ 0.34$ 1,601.82$ 5,123.13$ 4.20$ 1,097.03$ 0.24$ $15-$24.99 3,810 163 4.28% 3,156.29$ 19.36$ 0.34$ 1,306.83$ 1,849.46$ 2.42$ 485.42$ 0.41$

13,808 559 4.05% 27,075.39$ 48.44$ 0.34$ 4,736.16$ 22,339.23$ 5.72$ 1,617.85$ 0.17$

Subtotal

Subtotal

Subtotal

SOME BONUS REPORTS

LOOKING FOR A WAY TO JUSTIFY DONOR ACQUISITION?

• SHOW THE VALUE OF DONORS OVER TIME

OVERLAYING MULTIPLE ENGAGEMENTS• DATA COLLECTION IS CRITICAL