Metrics for Major Gift Fundraisers
Metrics for Major Gift Fundraisers w/ Jay Love
Jul 16, 2015
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Metrics for Major Gift Fundraisers
Jay B. Love
• 30 Years of Technology Leadership• Over 20,000 Database Installations• Former Founder & CEO of eTapestry• Former CEO of Master Software/Fund-Master•Conner Prairie Museum Board Member• AFP Ethics Committee Chairman• Center on Philanthropy at IU Board Member• Innovation Fund at Butler University Board Member• Gleaners Food Bank Board Member• Co-Chair of Indianapolis YMCA Capital Campaign
3
Your presenter »
True confessions »
• My wife and I co-chaired a $7.5M capital campaign for the YMCA.
• Served on the capital campaign committee for Gleaners Food Bank ($14M).
• Worked closely on my wife’s $3M endowment campaign for a public school foundation.
• I am not a CFRE.
• I have never been a paid fundraiser.
• I am a major gift/legacy donor to five nonprofits.
True confessions (cont.) »
• Sales and marketing executive since 1975 (40 yrs).
• Successfully launched and/or built five companies/divisions to serve the nonprofit world.
• Areas of expertise:
• Sales processes and metrics
• Financial processes and metrics
• Finding the right people to do everything else
Metrics »
1. Focus on what truly moves the needle
2. Don’t forget about communications
3. Big picture for board of directors
4. Personal KPIs (Key Performance Indicators)
5. Major gift funnel
Metrics »
Marketing Metrics »
Marketing Metrics »
Marketing Metrics »
Marketing Metrics »
Individual Producer Metrics »
Public (Big Screen) Metrics »
Sales Metrics »
Sales Metrics »
Sales Metrics »
Major Gift KPI March Goal March Actual
New Prospects
Total Prospects
Appointments Set
Appointments Kept
Gift Proposal $s
Asks Made
Gifts Secured
Major Gift KPI September Goal September Actual
New Prospects 15 17
Total Prospects 105 98
Appointments Set 35 38
Appointments Kept 30 29
Gift Proposal $s $500,000 $431,000
Asks Made 12 11
Gifts Secured $200,000 $224,000
Major Gift KPI March Goal March Actual
New Prospects
Total Prospects
Outgoing Emails
Outgoing Phone Calls
Letters Sent
Asks Made
Gifts Secured
Major Gift KPI September Goal September Actual
New Prospects 15 17
Total Prospects 105 98
Outgoing Emails 500 558
Outgoing Phone Calls
250 243
Letters Sent 50 40
Asks Made 12 11
Gifts Secured $200,000 $224,000
Major Gift KPI March Goal March Actual
Reporting »
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• Recency and pattern of giving
• Cash donors vs. sustaining donors
• # of years giving +
• Upgrade / Downgrade + -
• Lapsed -
• Event attendance +
• Opens email +
• Click links in emails +
• Unsubscribes from email -
• Has stated communication preferences +
• Has inbound interactions +
• Has soft credits +
• Volunteers +
Automatic Engagement Factors »
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)
• YouTube Analytics (free)
YouTube
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)
• YouTube Analytics (free)
• Google Analytics (free)
Google Analytics
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)
• YouTube Analytics (free)
• Google Analytics (free)
• Followerwonk (Twitter) (free)
Followerwonk (Twitter)
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)
• YouTube Analytics (free)
• Google Analytics (free)
• Followerwonk (Twitter) (free)
• Social Crawlytics (free)
Social Crawlytics
Social Media
Track/measure your efforts:
• Facebook Page Insights (free)• YouTube Analytics (free)• Google Analytics (free)• Followerwonk (Twitter) (free)• Social Crawlytics (free)
Affordable Paid Tools:• Crowdbooster• Viralheat
Free educational resources »
https://bloomerang.co/resources
•Daily blog post
•Weekly webinar
•Downloadables
•Nonprofit Wrap-Up
•Bloomerang TV
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