Most common questions to answer in Appeal reports – Dataro

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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