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November 2018 1
Analyzing End-Of-Year Fundraising Results
1
Measure your success.
Spend some time analyzing your results and determining how successful your end-of-year campaign
was. Here are some numbers you should know:
• Total Revenue: How much money did your end-of-year campaign raise? How does this compare
to your goal? How does it compare to past years' results?
• Cost per Dollar Raised: How efficient were your different fundraising methods? How did direct
mail perform vs. email: for example, how much did your direct mail cost vs. the dollars it raised?
• Response Rate: How many responses did you receive from your campaign? This measures how
effective your content is and determines the percentage of your list that is "engaged."
• Average Gift Size: Track this over time to determine if the average gift increased, decreased, or
stayed the same. This information is useful for predicting future campaigns: for example, if I get
100 more online donors next year, I can determine how much revenue that might bring in.
2
Check results for every channel.
Use the above measurements for each channel to determine success via each fundraising method.
Be sure to track every type of channel, including:
• Website
• Emails
• Direct mail
• Personal asks
These communication channels are important to use throughout the entire year, so you can use
what you learned from your end-of-year campaign to refine your strategy moving forward.
Organizations spend so much time planning and strategizing for end-of-year campaigns that
they forget about the importance of analyzing the results and using them to improve donor
communications. Ensure that your organization stays on top of its end-of-year follow up by
putting the below suggestions into practice.
TIP SHEET
What to Do After
End-Of-Year Fundraising
