Raise and Engage

TIP SHEET: What to Do After End-of-Year Fundraising

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com 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

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