- Are the number of appeal donors increasing over time?
- Are you acquiring or reactivating more or less donors over time?
- Are you raising more money in appeals over time?
- What is driving increases in appeal revenue? Increases in average gift or the number of donors giving?
- How do the number of mid and major gifts compare to similar organisations?
- Is my active donor pool increasing or decreasing over time? Is this consistent with the sector or other charities in my cause area?
- Did my appeal run in the last quarter have a bigger impact on conversions and reactivations?
- If my active pool is shrinking, is it due to a lack of inflow (not enough new donors - i.e. acquisition and conversion), or large outflow (too many lapsed donors)?
- If my active pool is growing, is it due to a high inflow (new donors) or a low outflow (few lapsed donors)?
- What is the average LTV to expect from newly acquired donors?
- Are donors who give higher initial gifts, more likely to give a gift in the following year?
- Are acquisition metrics such as LTV and second gift rate higher or lower this year compared to last year?
- Which channels are performing well to attract new donors or convert supporters?
- How do your acquisition metrics compare to a benchmark of your peers?
- Which campaign generated the highest amount of revenue (gross and net)?
- Which type of campaigns and at what time of year has the best response rate?
- Is your average gift size and number of givers increasing or decreasing over time?
- Does your donor mix change by appeal type or over time? Are your active donors increasing with each campaign?
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