10 Essential KPIs for Measuring Fundraising Success



Fundraising KPIIt’s not sufficient to know that your fundraising methods are profitable. You additionally have to know what’s inflicting your success, how outcomes have advanced over time, and what elements will be improved much more.  These insights can solely be gained by calculating fundraising Key Efficiency Indicators (KPIs). This text will unpack 10 important KPIs for measuring fundraising success.

Use these metrics to raised perceive your fundraising efforts, discover areas for enchancment, and create a extra impactful fundraising technique.

#1: Donor Acquisition Price

A gradual stream of latest donors is essential to a sustainable fundraising technique. Moreover, monitoring the donors you purchase offers you an thought of what acquisition methods do and don’t work.  By bettering your Donor Acquisition Price over time, you will be certain you’re bettering your capability to attach with new donors and making up for any turnover.  Donor Acquisition Price is the proportion of your whole donors first acquired in a interval of your selection (month-to-month, quarterly, yearly, and many others.). 

Right here’s the formulation for Month-to-month Donor Acquisition Price.  

(This Month’ First-Time Donors ÷ Complete Donors) x 100 = Month-to-month Donor Acquisition Price

Whereas each group can have a singular Donor Acquisition Price, at minimal, your donor acquisitions have to make up on your turnover. Some donor turnover is inevitable, however your group will doubtless not survive when you’re dropping extra donors than you’re buying.  Moreover, it’s important to have a big pool of latest donors as solely about 18% of first-time donors give once more the next yr. 

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#2: Donor Lapse Price

In case your Donor Acquisition Price measures the start of your fundraising funnel, your Donor Lapse Price measures the top.  Donor Lapse Price measures the proportion of donors who have not given once more inside a sure timeframe. Most organizations outline a lapsed donor as those that haven’t given once more for at the very least one yr.  This KPI is greatest measured yearly to color a full image of those that haven’t given year-to-year.

Right here’s the formulation for Annual Donor Lapse Price:

(Final 12 months’s Lapsed Donors ÷ Final 12 months’s Complete Donors) x 100 = Annual Donor Lapse Price

When utilizing the above formulation, bear in mind to exclude your present yr’s first-time donors from the formulation, so that you don’t deflate your lapse fee unintentionally. 

Examine your annual lapse fee to earlier years. In case your lapse fee has decreased, attempt to establish which donor engagement methods might have led to a excessive retention fee. This KPI is actually an indicator of the success of your stewardship actions. In case your lapse fee decreases as you implement new stewardship initiatives, your efforts are doubtless working.

#3: Donor Recapture Price

Whereas donor acquisition and lapse fee are pretty frequent fundraising metrics, the measurement of Donor Recapture Price is much less widespread. Donor Recapture Price is the proportion of beforehand lapsed donors which have given once more.  Recaptured donors are in all probability extra vital than you suppose! GivingTuesday discovered that, on common, recaptured donors symbolize 12.4% of all donorsBy finding out your acquisition, lapse, and reactivation fee, you possibly can absolutely perceive the success of your donor engagement methods.

Right here’s the formulation for Annual Donor Recapture Price:

(This 12 months’s Reactivated Donors ÷ Complete Lapsed Donors) x 100 = Annual Donor Recapture Price 

Remember the fact that chances are you’ll not be capable of enhance your donor recapture fee previous a sure level, particularly as your donor lapse fee will at all times outpace your acquisition fee. So, to totally perceive the effectiveness of your reactivation methods, take a look at the variety of annual reactivated donors and evaluate it to earlier years to establish developments.

#4: Second Reward Conversion Price

One of the tough feats in fundraising is motivating a donor to provide a second time. As touched on above, the overwhelming majority of first-time donors by no means give once more.  Measuring Annual Second Reward Conversion Price permits fundraisers to grasp their success in participating first-time donors. 

Right here’s the formulation for Annual Donor Recapture Price:

(Second-Time Donors ÷ Complete First-Time Donors) x 100 = Annual Second Reward Conversion Price

When calculating this metric, think about whether or not you need to observe the second-time presents of reactivated donors. It’s greatest apply to exclude reactivated donors. Excluding beforehand lapsed donors gives you a greater understanding of the effectiveness of methods immediately focused at first-time donors fairly than lapsed donors. This understanding will help you observe the consequences of second present acquisition methods and make investments assets accordingly.

#5: Second Reward Variance Price

Whereas securing a second present is essential to fundraising success, you too can be taught quite a bit from the dimensions of a second present.  By absolutely understanding your common second present variance, you possibly can perceive how successfully your group motivates first-time donors to extend their assist. 

Right here’s the formulation for Annual Second Reward Variance Price:

([Total Amount of Second Time Donations – Total Amount of First Time Donations] ÷ Complete Quantity of Second Time Donations) x 100 = Annual Second Reward Variance Price

Remember the fact that this formulation will also be adjusted to measure third, fourth, and even fifth presents.  Moreover, when you discover {that a} donor’s second present will increase in measurement considerably above your common Second Reward Variance Price, think about investing extra time in growing a relationship with them. 

#6: Month-to-month Recurring Donor Development Price

Whereas not everybody has the assets to be a significant donor, virtually anybody can turn out to be a month-to-month donor. Month-to-month donors present nonprofits with constant income and are amongst organizations’ most engaged and dedicated supporters.  Seeing a rise in your Month-to-month Donor Development Price doubtless implies that your donor engagement actions have efficiently motivated sporadic donors to go one step additional of their donor journey.

Right here’s the formulation for Month-to-month Donor Development Price:

([This Month’s Added Monthly Donors – Last Month’s Added Monthly Donors] ÷ Final Month’s Added Month-to-month Donors) x 100 = Month-to-month Donor Development Price

Use this metric to grasp in case your recurring donation appeals are profitable. For instance, if there’s a constant enhance in month-to-month donors added, it’s doubtless as a result of a brand new enchantment mechanism has been profitable.  Moreover, when measuring your Month-to-month Donor Development Price month-to-month, ensure to check the present month’s efficiency to the identical month in earlier years. This year-to-year comparability will exclude seasonal donation modifications unrelated to your solicitation methods that happen month-to-month.

#7: Main Donor Dependency Quotient

Many organizations rely closely on their main donors. Nevertheless, if 95% of your funding comes from solely 2% of your donors, you’ll end up in a tough scenario when certainly one of your main donors decides to cease giving.  Due to this fact, it’s essential to trace how reliant you’re in your greatest donors and diversify your fundraising efforts when acceptable. 

The Pareto Precept, a well-liked idea relevant to fundraising, states that 80% of your organizational income is prone to come from 20% of your donors when you’re securing main presents and bequests correctly. Whereas each group can have a unique variety of main donors, this precept can be utilized as a benchmark for fulfillment.  To calculate your dependency quotient, you first have to kind your donors’ whole contributions for a given interval from highest to lowest. 

Right here’s a spread of whole annual donation quantities from a hypothetical group of donors:

$10, $15, $18, $26, $51, $61, $68, $72, $90, $101, $120, $154, $159, $168, $201, $217, $832, $1,645, $1,958, $2,379.

Second, add up the overall worth of the contributions. The overall quantity of the above vary is $8,345.

Third, calculate what 80% of your whole donations can be. On this instance, 80% of 8,345 is 6,676.

Fourth, beginning with the very best whole donation quantity, add up the contributions in descending order till you get a price equal to or simply better than 80% of your whole donations. The sum of those quantities will establish the donors accountable for almost all of your income.  On this instance, your high 4 donors’ whole donation quantities ($2,379, $1,958, $1,645, $832) add as much as $6,814, an quantity simply better than 80% ($6,676) of the overall worth of the donations. 

Fifth, calculate the proportion of donors who donated equal to or better than 80% of your whole donations. Merely divide the variety of your high donors by the overall variety of donors. On this case, the highest 4 chosen donors symbolize 20% of the overall 20 donors.

Final, as a result of the quantity given by the highest 4 donors ($6,814) is barely greater than 80% ($6,676) of whole donations, you must discover the precise share of donations given by these donors. To calculate this, divide your high donors’ donation whole ($6,814) by the overall donation quantity ($8,345). On this case, the highest donors’ contributions equal 81.65% of the overall quantity.

In spite of everything that, we all know that the theoretical group depends on 20% of its donors to supply 81.65% of its whole donation quantity. This discovering aligns properly with the Pareto Precept and means the hypothetical group is probably going focusing sufficient consideration on main presents and bequests relative to different appeals.  Remember the fact that, in apply, this calculation would have to be made in a spreadsheet or CRM to handle a extra intensive information set.

#8: Common Donor Lifespan

Essentially the most significant donor relationships come from years of donations and interactions. Your Common Donor Lifespan represents the standard period of time you’re capable of retain a donor and develop a relationship.  By monitoring your Common Donor Lifespan, you possibly can perceive how efficient your cultivation and stewardship strategies are at extending the period of time a donor engages together with your group.

Right here’s the formulation for Common Donor Lifespan:

(Complete Donor Contribution Years ÷ Complete Donors) = Common Donor Lifespan

Watch out to solely embody years during which donors actively gave. By together with years {that a} donor has lapsed, you’ll unintentionally inflate your Common Donor Lifespan.

#9: Common Donation Frequency

To know that you simply’re remaining within the minds and hearts of your donors, you need to see that they’re persistently engaged together with your group.  One strategy to measure this engagement is by calculating your Common Donation Frequency. This metric measures how ceaselessly the typical donor offers inside a specified timeframe.

Right here’s the formulation for Annual Common Donation Frequency:

(This 12 months’s Variety of Donations ÷ This 12 months’s Variety of Donors) = Annual Common Donation Frequency

For this equation, it’s greatest to exclude any recurring donors, besides yearly recurring donors, as they’ll inflate your Common Donation Frequency and are doubtless not the donor section you plan to measure.

#10: Fundraising ROI

It’s not at all times sufficient {that a} fundraising initiative raises numerous cash. Initiatives additionally have to be successful relative to their price.  For instance, a fundraising occasion’s overhead prices comparable to workers time, catering, and decorations might restrict the effectivity of the occasion.

Right here’s the formulation for Fundraising Marketing campaign ROI:

[(Campaign Funds Raised – Total Campaign Cost) ÷ Total Campaign Cost] x 100 = Fundraising Marketing campaign ROI

By figuring out the effectivity of your occasions on the finish of the yr, you may make a data-driven resolution about what occasions to pursue within the coming yr and which one’s you’ll go away behind.

You’ll be able to’t excellent what you possibly can’t measure! However, by evaluating your fundraising with a number of KPIs, you possibly can develop a well-rounded understanding of your fundraising success.  Use the metrics listed above to grasp the success of explicit elements of your fundraising and establish methods accountable for the developments you observe. By getting extra comfy together with your KPIs, you possibly can enhance your fundraising and do extra on your trigger.

Concerning the Creator:

Jack Showers is a Nonprofit Analysis Analyst at KITWhen Jack isn’t cheering for the Raptors or watching an 80s motion film, he’s finding out the social sector and producing content material for nonprofit professionals. As a Nonprofit Analysis Analyst at KIT, an AI-powered insights and reporting toolkit, he’s particularly captivated with serving to fundraisers save time and lift more cash for his or her trigger.

Photograph Credit: Lorenzo Cafaro from Pixabay 


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