By chris

15 Fundraising Success Metrics to Start Tracking

Measuring your performance is a crucial step that nonprofits must take to succeed. There’s no better way of isolating and troubleshooting any ongoing problems. And worry not, there’s no shortage of methods of measuring performance. They’re called fundraising success metrics here, but they are also often referred to as key performance indicators (KPIs). These metrics are the analytical tools nonprofits need to continue raising more and more funds. If you’re looking for the top metrics that your nonprofit should be tracking, this list of 15 has been split into four separate categories. Skip around and see what stands out as a must-have KPI for your nonprofit. If you’re looking recommended tools to track your fundraising metrics, we’ve got a short list we recommend:
  • DonorSearch’s Online Tools – Our suite of online tools is ideal for any nonprofit who is interested in learning more about their donor’s previous charitable giving, real estate holdings, and political giving.
  • Fundraising Report Card – A free tool for nonprofit executives who want better insight into their organization’s analytics including donor growth, donor acquisition, and donor retention.
  • 360MatchPro – A perfect platform for medium to large nonprofits who want to understand how much they could raise from corporate giving programs and identify their largest matching gift opportunities.

General Fundraising Metrics

These are the big KPIs. They’re the ones most organizations are tracking. They give you a picture of your fundraising success and can point you in the direction you need to go. Remember — you won’t get far with any of these metrics if you have inaccurate or incomplete information on your donors. Perform prospect research to complete your donor data files.

1. Cost Per Dollar Raised (CPDR)

Cost per dollar raised is one of the most commonly referenced fundraising success metrics. CPDR answers a very simple question. Did we raise money, lose money, or break even? The definition and means of calculation are explicitly stated in the metric’s name, but let’s walk through the process to provide any necessary clarification. To determine cost per dollar raised, divide expense by revenue for the given fundraiser you’re examining (event, direct mail appeal, etc.). If the expense and revenue are equal, you broke even and don’t need to carry out any calculations. If expense is higher than revenue, you lost money. Your calculation will yield a number more than one. The opposite will be true if you raised money. To keep things simple, imagine you held an event that cost $500 and raised $2,000. Just from looking at the dollar amounts, you know you made money, but if you want to see the exact cost analysis you would do as follows: $500/$2,000 = .25 In this instance, for every dollar you raised, it cost your nonprofit $0.25.

2. Fundraising Return on Investment (ROI)

Fundraising return on investment is equally as popular a metric as cost per dollar raised is, and it’s very similar. Instead of dividing expenses by revenue, you divide revenue by expenses. Once you’ve divided the two amounts, a number greater than one indicates that you’ve raised money. Most organizations tend to favor one of these first two metrics over the other, like ROI over CPDR, for example. They both provide near identical information. The differences are almost negligible. Your organization’s preference will probably boil down to the means by which you’re looking to improve. If cost cutting is a priority, nonprofits would likely be more interested in cost per dollar raised; whereas, return on investment is a great indicator of the effects of making strategic changes to increase revenue.

3. Donor Retention Rate

Does your organization track how many donors it retains on a year-over-year basis? It needs to be. Let’s face it: the time it takes to cultivate donors is a time-intensive process, and after all the work engaging your supporters you don’t want to have to do the process all over again with a whole new set of supporters. Of course, you can always continue to grow their donor pool through acquisition, but you don’t want to waste all your efforts. Maintaining donors through retention is just as essential as acquiring new donors.  The two sides of the fundraising coin work best in conjunction. Your acquisition and retention rates should be improving concurrently. However, more often than not, nonprofits place much stronger emphasis on acquisition than retention. Acquisition of new donors is an expensive endeavor, though. Retention is more cost effective. Tracking your retention rate can reveal a lot about your organization’s performance, including:
  • How your nonprofit should prioritize communication with supporters.
  • If your organization is acknowledging donors in a thoughtful and immediate fashion.
  • The ease in which donors are able to give via your various donation methods.
Track your retention rate to see how your organization is doing and discover if your retention practices need improvement. If you do have an undesirable rate, look to your stewardship practices first, and make sure you re-evaluate with an eye for retention. What is your acknowledgment process? When do you follow up? How do you continue communications? Check out Razoo’s blog for 10 ways to improve donor retention rates, including ways to respond to the data you receive.

4. Donor Growth

Donor growth is what one might consider a domino metric. If donor growth is down, it’s likely that it didn’t get that way on its own. Lack of donor growth, or worse donor loss, is often the result of multiple factors. Measuring your donor growth ensures that you’re paying attention to your overall performance and puts your nonprofit in a situation to address any concerns early and quickly. Use this metric in conjunction with some of the others on this list to determine exactly why your number of donors isn’t growing. Essentially, you’ll be back-solving.

5. Conversion Rate

In order to determine conversion rate, you need a goal action and a list of donors you’d like to complete that action. The goal action could be anything from attending an event to responding to a direct mail letter, but the most common goal action involves donations. Typically the rate will be investigating how many prospects donated to a specific campaign or took an action as a result of a specific request. To find the rate itself, divide the number of people who completed the goal action by the total number of people who were given the opportunity to do so. Then multiply the number by 100 to get a percent. Let’s take a simple example. Say you sent out an email to 100 donors, asking them to follow a link and make a donation online. Of those 100, 30 followed the link and took the requested step. Therefore, your conversion rate in this instance was 30%. Conversion rate is one of the most cut and dry methods of evaluating the success of a given request for action.

6. Gifts Secured

This indicator is as standard as it sounds. How many gifts did your organization secure through the month? The quarter? The year? Tracking gifts secured over time is another way of saying you’re tracking donation growth. To delve even further into the data, you can separate the gifts by type:
  • major giving
  • planned giving
  • mid-level gifts
  • small gifts
  • annual fund donations
  • monthly donations
You’ll see crossover among some of the categories, but the more in-depth you go, the better you’ll be able to adjust and plan for the future.  

Giving Level Metrics

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By chris

2 Questions About Planned Giving and Ethics

I know what you might be wondering…is this going to be a wordy, complex discussion of a very legal-heavy topic? The answer is no! We will be covering that topic that has yet to be named, but this post aims to explain some of those complexities in a manner that is digestible for a layman. There are academic papers for the intricacies of planned giving ethics. This post is for people who are newly and/or casually involved with planned giving and need an introduction to ethical questions associated with such programs. Remember, simply because we’re discussing ethics, that does not mean that ethical ambiguity is some gray storm cloud hanging over planned giving. You’ll rarely have any ethical questions when running your program. It is just good to be aware of what you could encounter, even if it remains entirely hypothetical in your situation. Before moving on to the two questions that will be guiding this discussion, let’s define terms.

Definition of Planned Giving

Planned giving can be defined as the act of allocating funds and/or assets to be donations at a later date — most often at death. Commonly granted through wills or trusts, planned gifts can be strictly cash, property, life insurance policies, and much more. Read additional details about planned giving’s definition here!

Definition of Ethics

This definition could quickly devolve into a close reading of an immense term, so we’re going to defer to our good friend, Merriam-Webster, this time.
— rules of behavior based on ideas about what is morally good and bad — an area of study that deals with ideas about what is good and bad behavior; a branch of philosophy dealing with what is morally right or wrong — a belief that something is very important
For our purposes, we’ll be zeroing in on that first point. Hypothetically, if you were to encounter an ethical dilemma when acquiring a planned gift, you are likely to instinctively be able to recognize that something is off. Don’t dismiss your gut feeling. Respectfully pursue what you’re questioning and handle the situation accordingly, depending on what you uncover. There’s legal, illegal, and questionable. Questionable counts for something. Don’t ignore it. Much of what makes charity so enticing is that it feels good. It is nice to know that your actions are helping the world in some way. Whether you collect recyclables during a can drive or buy a table at a fundraising dinner, your work is making a difference. Good deeds are good all around. Planned gifts don’t deserve to be muddled by moral ambiguity. Ready to start the questions?

#1: Are there any ethical issues surrounding the planned giving tax breaks?

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By chris

Planned Giving: The Job Description

“The future depends on what we do in the present.”  -Mahatma Gandhi No other fundraising method quite captures the essence of that quote like planned giving does. In its simplest form, planned giving refers to a future donation that a supporter decides to give in the present. Moving past the basic definition of the term, deeper complexity enters the mix and it goes from a concept that everyone can grasp to a lot of technical talk, legal jargon, and financial language. It’s still great for fundraising and highly recommended, but your organization is going to need someone on hand to translate all the complexities. That’s why you hire a planned gifts officer. What does that job entail? Let’s go through a rundown of a planned giving job description.

This article aims to answer three main questions about the role of a planned gifts officer.

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By chris

15 Planned Giving Best Practices

As you venture into the world of planned giving, there’s a lot to consider. Defining what your program will look like starts with your launch. During the early phases of your program and the ongoing process of running it, you’ll be looking for ways to optimize your efforts. Look no further than this page.

Let these 15 planned giving best practices lead the way.

#1: Build a Strong Team

Like with any fundraising program, you’ll need a strong team. If your organization can afford to do so, it is recommended that you hire a planned gifts officer. Even if you cannot hire someone solely for the role, at least have a member of your development staff take the lead. In the early stages in particular, you’ll need one person to guide your efforts, and a complete team to make those planned giving dreams a reality.

#2: Form an Advisory Committee

An advisory committee, like your in-house team will be working to make the most of your program. The committee should be composed of people with outside knowledge that would be particularly helpful with a planned giving program. Organizations running planned giving programs have to be able to handle the financial and legal questions and implications associated with the gifts. Put together an advisory committee with lawyers, financial planners, realtors, and other people who would bring much needed expertise.

#3: Brand Your Program

Branding your program is good for the donors and good for your organization. The donors get added perks that come with exclusive giving clubs. And, your organization has an incentive for supporters to make their planned giving plans known. When your nonprofit knows about those donors, your staff can better correspond with and assist them. Offer special communications and opportunities for members and name the program. The term legacy is commonly used in conjunction with these programs, like the Legacy Giving Club, for example. Planned giving needs to be presented as the premiere donation option that it is.

#4: Learn How to Identify Prospects

Your program will be much more effective, much sooner if your team goes out of its way to solicit planned gifts from top candidates. Just like you would approach certain supporters for major giving over others, you can do the same for planned giving. Planned giving donors are identifiable by a collection of traits. The two most important of which are loyalty and age. Head over to our identifying prospects article to learn about the many factors that go into determining a prospect’s likelihood of leaving a planned gift.

#5: Include Age in Your Donor Database

Although by definition, planned giving is simply making an arrangement for a future gift in the present, planned gifts are usually allocated after the death of the donor, per that donor’s wishes as detailed in a will or trust. With that in mind, most younger donors are not thinking about their wills or their legacies. Donors who are setting up their wills will be the most receptive to any planned giving promotions.

#6: Go to Your Board for Early Involvement

Donors will want to participate in a thriving program. They’ll be far less interested in being the first members of your planned giving club. To get the program growing and thriving, go to your board members first. Your board members will likely have many of the identifiable traits of planned giving prospects. Plus, as a part of your organization, they’ll better understand the program. While your team is still solidifying its planned giving strategy and finessing the best approach, beginning with board members is a way to ease into the process.

#7: Begin with Bequests

Planned giving can get complicated when you start to delve into the various forms of donating, like charitable remainder trusts and charitable gift annuities. Soften your entrance into the world by starting with the simplest form of planned giving, bequests. Bequests are straightforward gifts left in wills. Once you’ve mastered the art of handling bequests, from marketing for them to receiving them, move on to more complex types of gift. Especially if you’re a smaller nonprofit on a tighter budget, bequests are the best point of planned giving entry.

#8: Communicate Consistently

Find ways to work planned giving into the conversation. If this is a new fundraising method for your organization, it is also likely relatively unknown to your donor population. Help get them up to speed with consistent communication about the topic and your program. Once a donor has announced his or her planned giving intentions and joined your branded club, that donor should continue to receive communications. Those communications will just be of a different nature. Planned giving donors should receive less educational content and more acknowledgement and update-based communications.

#9: Incorporate Planned Giving Into Pre-existing Promotions

Developing marketing materials for your new planned giving program from scratch can feel daunting. Start by incorporating planned giving promotions into your pre-existing marketing materials. You’ll still have to build out the copy that you’re going to use, but you surely already have communications outlets that you can insert planned giving into. For instance, include a blurb about planned giving in your email newsletters and add planned giving to the “ways to give” page on your website. With those in place, you’ll want to develop planned giving-specific materials, like a brochure and an informational page on your website.

#10: Find Quirky Ways to Market

If you want your program to stand out, you’ll need to find inventive, and sometimes quirky, ways to promote the planned giving options. This best practice can mean a variety of things. You could try adding a “did you know” box at the bottom of a direct mail letter. Or, you could add verbiage about planned giving in your staff’s email signatures. This all comes down to finding creative ways to diversify how your network is discovering planned giving.

#11: Offer Educational Opportunities

If it takes research and training to get your staff prepared to run a planned giving program, your supporters are going to need similar educational opportunities as well

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By chris

7 Top Planned Giving Marketing Strategies

jQuery(window).on("hashchange", function () { window.scrollTo(window.scrollX, window.scrollY - 160); }); There’s no planned giving program without planned giving marketing. Too few people know about planned giving opportunities for your program to skate by with minimal promotions. It’s important that your planned giving marketing efforts both educate donors about this unique giving opportunity and showcase the value of donating these high-impact gifts. To get started, we’ll discuss these 7 top strategies for planned giving marketing: Let these strategies for planned giving marketing lead the way.

Strategy #1: Work Planned Giving into Your Existing Marketing Materials

As a nonprofit, you have a marketing infrastructure already in place. Why let that go to waste? Use those marketing avenues to promote your newly developed planned giving program. You have plenty of established resources at your disposal, including:
  • Email newsletters.
  • Direct mail newsletters.
  • The ‘ways to give’ page on your website.
  • Special events.
  • Magazines and other publications.
  • Annual reports.
None of these marketing options are about writing an encyclopedia on planned giving. These are focused on getting the word the out there, putting planned giving on your donors’ minds. In most instances, a brief blurb about your new planned giving program will do the trick. Here’s an example: An easy way to increase the visibility of your planned giving program is be to prominently thank your planned donors in your annual report. Major donors, devoted supporters, and other stakeholders will take notice as they check up on your nonprofit’s Your existing marketing materials are there to get donors talking and asking about planned giving. This mean you have to give them somewhere to send their questions. Direct questions to your planned giving officer if you have one, or at least give interested parties a specific contact at your organization to reach out to.

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By chris

How do you Start a Planned Giving Program?

Building anything from the ground up takes serious effort and endurance. There is no way to snap your fingers and make things happen. You need the proper tools, materials, and know-how to take an idea from the abstract to reality. This is true of real life construction, and it is true of program development. Your planned giving program will be beneficial. It can be a huge success. You just need to begin with the right building plan.

The five steps below will help guide you through your planned giving program’s start.

Start strong and stay strong.


They tell you that you need to walk before you run. Those same people caution you to look before you leap. What do these expressions have to do with planned giving? They apply to how you should approach starting your planned giving program. If your organization is looking to succeed with planned giving (which it should of course be doing), it needs to prepare for the launch with research and dedication to fully understanding the topic. How your nonprofit goes about making itself acquainted with prospect research will vary depending on how you see your program playing out. Ask yourself and your team:
  • What do we already know about planned giving?
  • What kind of planned gifts are we going to be after?
  • How much is in our budget for this program?
  • Can we bring on a planned gifts officer?
  • Will the board approve of all of these decisions?
  • What policies do we need to put in place to handle any influx of planned gifts?

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By chris

What are the Planned Giving Benefits?

What direction are you steering your nonprofit? Successful nonprofits adjust based on the past, actively work in the present, and strategize for the future. All in a day’s work. Clearly, those three components are much easier to talk about than to execute. If your organization wants to do more than talk, it has to steer its efforts towards programs that account for all three of those past, present, and future efforts. Launching a planned giving program is one such direction your nonprofit can take. A planned gift is a gift that is decided on in the present and given in the future. Supporters who donate planned gifts often allocate them in wills or trusts. Organizations running planned giving programs seek out past donors, make arrangements in the present, and receive the donations in the future. They promote a cycle of giving. And the giving cycle is fruitful for all involved.

Planned Giving Benefits for Nonprofits

Even if you feel that starting a planned giving program is intimidating, it will be worth the work. Let me use these three benefits to explain why.

Benefit #1: Forces a Future Focus

A planned gift is a future gift. A donor will not consider donating a planned gift if your nonprofit does not have a long and healthy future ahead of itself. Even just thinking about implementing a planned giving program puts nonprofits in a position where they need to step up and figure out their futures. Taking stock of your organization’s current growth direction should always be welcome. It takes great effort and strategic use of resources to run a successful nonprofit. Sometimes it is easy to get lost in the present. Nonprofits are juggling so many things at once that forecasting what is to come does not always attract much attention. Launching a planned giving program will give your organization no choice. Your fundraisers that will be soliciting planned gifts have to be able to answer questions about the future of the organization if supporters ask them.

Benefit #2: Planned Gifts are Often Some of the Largest Gifts a Nonprofit Will Receive all Year

Who does not love a major gift? One major gift can change the entire course of a nonprofit’s service initiative. They are highly sought after for a reason. The only downside to major gifts is that they are scarce. We all know a variation on the famous statistic, 90% of a nonprofit’s funds come from 10% of its donors. That statistic tells us two key trends:
  • Major gifts can make or break a nonprofit’s fundraising.
  • Nonprofits would see considerable increases in their funding if they could just find more major gifts donors
Want to know a not-so-secret secret? Planned gifts can match major gifts in size, and they are more universally accessible. Donors who allocate planned gifts do not have to be wealthy. Seeking planned gifts opens your nonprofit up to new large donation possibilities.

Benefit #3: Loyal Donors Can Contribute More Than They Could Have in Their Lifetimes

Planned giving benefit #3 is related to something mentioned in the above point. Wealth is not a limiting factor for planned gifts. There are donors across the country who want to give major-gift-sized donations, but do not have the flexibility in their budgets to do so. Planned giving works around that. Take a donor who has given a series of small gifts for years. The donor comes to events that you host, volunteers to make calls during phonathons, and is always actively praising your nonprofit on social media. That same donor can allocate a gift in her will that leaves her money to your organization when she no longer needs it. In many ways, planned giving is a major gifts equalizer.

Planned Giving Benefits for Donors

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By chris

What is Common Planned Giving Terminology?

Planned giving is an easy enough term to grasp. A donor makes an arrangement for a future gift in the present, most often in a will. Planned and giving are both words we regularly hear, so we can automatically deduce a meaning behind the combination. If you are still a bit foggy about the definition of planned giving, check out our article that will answer all of your planned giving questions. Once you get past the fundraising method’s basics though, that’s where the language gets a bit more complicated. Whenever contracts and wills and trusts are involved, legal terminology enters the equation, too. Fundraisers don’t have to be legal experts to explain planned giving to their supporters, but they do need to have some familiarity with a selection of the more popular and complex terms associated with planned giving. That’s where this article comes in.

Here you’ll find 10 popular planned giving terms and their definitions.

We’ve deconstructed each word or phrase and explained it in plain English. We hope this list will clarify a few things for you.

Term #1: Beneficiary and Secondary Beneficiary

A beneficiary is the person or organization that is legally appointed to receive the benefits/funds as deemed by a will or contract. Just as it sounds, the second beneficiary will receive the benefits after the primary beneficiary passes away. In the case of certain arrangements, an individual can establish a charitable organization as a secondary beneficiary in his or her will. That way, once that donor’s primary beneficiary passes away and no longer needs the funds, the money is then gifted to a previously determined organization.

Term #2: Bequest Intention

Donors do not have to notify you of a bequest. They can simply write your organization into their wills and you’ll receive their gifts after their deaths. That system of unannounced planned giving is a looming reason why nonprofits claim that planned gift prospects are hard to identify. If even the people already committed to leaving a planned gift are not notifying your organization, how are you supposed to find more prospects? Well, many donors do make their plans known, through bequest intentions. This term refers to a donor’s decision to tell the nonprofit that he or she is planning on leaving a future gift. Knowledge of a bequest is huge for a nonprofit. It can help the organization better cater stewardship of the individual donor. These donors should receive the same level of care and attention as a major gifts donor would. However, it is important to remember that a bequest intention is not a legally binding contract. These donors are not obligated to follow through with these gifts. The bequest intention is not a guarantee.

Term #3: Charitable Bequest

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By donorsearch

23 Game-Changing Prospect Research Tools & Resources

// Prospect research can seem daunting and overwhelming. There are a ton of resources out there, but there is not a lot of guidance. Maybe you’re ready to get started with prospect screening, or maybe you’ve been in the game for a while and you’re curious about any tools you might have missed. Either way, this list will help. Below you’ll find a compilation of 23, yes, 23, game-changing prospect research tools and resources. For your convenience, we’ve divided all 23 prospect research tools and resources into categories of three.  These 23 suggestions will help fill and organize your prospect research tool belt. Click on any of the links below to jump to a particular category on the tools and resources list.  Category A: DonorSearch Resources

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