What are Donor Metrics?

Donor Metrics that Matter        

Your online nonprofit database is full of information. But what matters? Which data points help inform decision-making? You’ve got the information to answer these questions right at your fingertips. Use your database to gather intel on who your donors are and how you are cultivating these relationships. Whether you have decades of information or just a couple of months, there are donor metrics you can use to be more effective.

Check out these donor metrics that matter:

Donor Retention Rates

The donor retention rate is the percent of donors who gave this year versus last year. These donor metric is a good indicator of the health of your organization and how well you are connecting with your supporters.

Analyze what type of donors have lapsed gifts. Who haven’t you contacted? Is there a reason they are not giving? What percent were first time donors?

More broadly, compare to last year’s donor retention rate to this year’s retention rate. Did your retention rate improve? What are ways you can work to improve this? Check out our blog post on donor engagement strategies for ideas.

Donor Engagement

Test strategies for donor engagement. Do donors give more to a letter signed by the President of the organization or do they prefer a letter signed by a Board Member? Do they like blue envelopes or white? Little changes can make a big difference.

Focus on programs for lapsed donor reactivation and current donor cultivation.

Stewardship

Thanking your donors swiftly and often is an important part of cultivation. How many times have you thanked a donor? Have you been sending thank you receipts? According to Non Profit Pro acknowledging donors quickly means increasing donations.

You know your data better than anyone and it’s right at your fingertips. Check out Julep to learn how you can quickly access these more about donor metrics that matter.