Category: funding

Tracking Fundraising Metrics: What Should You Measure?

Nonprofits who use fundraising tactics need to measure outcomes just as for-profits do in order to ensure that their marketing efforts achieved their goals. But what should you measure?

Taking a cue from our for-profit friends, we know that specific metrics around marketing campaigns are important: open rates on emails, click-through rates, and so on. Fundraising is no different. We want to measure how many people received fundraising messages, read them, and responded to them.

Here’s an outline of basic metrics to collect, track and review after your fundraising campaigns have ended. How many of these does your nonprofit track? How many should you add to your next campaign?

The Numbers You Need to Know: Fundraising Metrics

Most nonprofits are using email marketing to reach potential donors during fundraising campaigns. Email marketing offers a measurable marketing method that’s relatively easy for newcomers to the world of marketing math and metrics to understand.

Why bother tracking email marketing metrics? When you know your numbers, you know what’s working and what’s not. You can test different elements of the email, like the subject line or the pictures you use, to see which one spurs the most people to open it and donate. You can learn from your campaigns rather than send them out with fingers crossed.

Let’s take a look at three important email metrics, what they mean, and how to track them.

First, a word about email marketing metrics: your metrics are probably sitting somewhere in the system you use to send emails out. This may be a CRM system, or an email provider like MailChimp, Constant Contact, or another company that helps you automate your emails. If you don’t have reports available, the formulas to calculate each rate are included below. They’re easy and can be done using just a calculator—no complicated math.

  • Open rate: The open rate for an email marketing campaign means how many people clicked and opened the email. This tells you that your emails are interesting enough to read, and that they are getting a reaction from people. The open rate = (emails opened/emails sent out).
  • Click rate: The click rate for a fundraising email campaign tells you how many people were interested enough to click the link in the email to visit your website. If you’ve asked them to click and donate, you can also compare the number of clicks to the number of donations and see how many people finished by donating to your cause or how many changed their minds after clicking the link and left before donating. The click rate = (emails clicked/emails sent).
  • Donor retention: Retention means you are keeping donors. It’s important to your organization because it means you’re continuing to both do the good work you intend to do and that you’re keeping your donors engaged and informed. It’s easier to solicit donations from existing donors than to find new ones, so the higher your donor retention rate, the better. You can calculate this number on your own (your email metrics probably won’t include this figure) by using the following formula: Donor retention = (repeat donors)/(previous donors).

Improving Fundraising Campaigns for Success: Register for Our Webinar

At Beck & Company, we want your fundraising campaigns to be successful. We’re offering a free informational webinar on Outcomes Measurement for your nonprofit. It’s more information on measuring outcomes. All outcomes, such as these marketing metrics, are important. Learn which operational outcomes and other metrics you should be tracking and how to harness data to improve your work. Visit our webinar page for more information.

Beck & Company provides consulting and accounting services to nonprofits. Contact us today or call 703-834-0776 ext. 8001  for more information on the services we provide to help your nonprofit thrive.

Nonprofit Accounting Best Practices: Fund Diversification

We are continuing on in our Nonprofit Accounting Best Practices series. As you prepare for the future, sustainable funding is a critical part of your plan. Some organizations get comfortable to the more traditional types of funding such as philanthropy which has proven to not be a sustainable method. Most growing nonprofit organizations need a true funding strategy that is wide in scope including sustainable forms of funding.

Whatever your current process is, you will probably be planning for expanded services. Most nonprofit organizations see an increase in the demand for services while facing increased competition for funding. In this environment, you need the support, credibility, and visibility with the community, funders, and constituents. Strong nonprofit accounting and financial management is key and includes performance and outcome reporting. You also need more to bring stability and sustainability – while allowing you to scale for growth. By diversifying your funding streams, you strengthen sustainability while expanding your influence and impact by partnering with new and diverse resources that you may not have considered previously. We are going to start with some basic information to help you get started and navigate the world of social finance. As with most things, balance is key to successfully diversifying your funding.

Social Finance is an approach to mobilizing private capital that delivers a social dividend and an economic return to achieve social and environmental goals. It creates opportunities for investors to finance projects that benefit society and for community organizations to access new sources of funds. Social finance is fairly broad in its definition, but we will give you a thumbnail of a few of the most interesting ‘instruments’ included in the social finance realm.

Impact Investments are investments made into companies, organizations, and funds – with the intention to generate measurable social and environmental impact alongside a financial return. Impact investments are made with an expected return of capital as well as a return on capital, and most importantly, a commitment to measure and report the social and environmental performance and progress of the underlying investments. Global Impact Investing Network says it well: “Impact investing has the potential to unlock significant sums of private investment capital to complement public resources and philanthropy in addressing pressing global challenges.”

Program Related Investments (PRI) are defined as investments made by foundations to support charitable activities that involve the potential return of capital within an established time frame. PRIs include financing methods commonly associated with banks or other private investors, such as loans, loan guarantees, linked deposits, and even equity investments in charitable organizations, or in commercial ventures for charitable purposes. For the recipient, the primary benefit of PRIs is access to capital at lower rates than may otherwise be available. For the funder, the principal benefit is that the repayment or return of equity can be recycled for another charitable purpose. PRIs are valued as a means of leveraging philanthropic dollars.

Social Enterprise’s standard definition is applying commercial strategies to maximize improvements in human and environmental well-being, rather than maximizing profits for external shareholders. Nonprofits are starting to leverage this strategy as they seek to create earned income to increase their sustainability and funding strength. NESC has published a great report on Social Enterprise’s Expanding Position in the Nonprofit Landscape. Social Enterprise activities offer nonprofit organizations the opportunity to generate earned income which in turn will provide consistent cash flow to further the mission of the organization. Social Enterprise activities can enhance the brand/reputation of the organization. A direct benefit of Social Enterprise activities for nonprofit organizations, can be the enhancement of management.

The world of social finance and funding is expanding at a fast pace. New funding resources are being developed often to help nonprofits ensure mission success. In the beginning stages of your funding and growth planning, be sure to seek out the best fit in the multitude of new funding opportunities, and incorporate it into your fiscal plan and performance goals. We also encourage you to remember to track and report your funding diversity as your donors and constituents need to be aware of this information.

Do you have questions? Please reach out to us. You can also follow us on Twitter (@BeckCPAs). Check back next week for the next post in our series, where we will focus on scaling for growth and impact.

At Beck & Company we specialize in not-for-profit accounting and auditing. We understand the unique challenge of balancing the needs of your various stakeholders – contributors, members and your board, too. We have experience serving not-for-profit organizations such as unions, homeowner’s associations, religious organizations, charities, and social service organizations. If you have any questions regarding the filing of your form 990 we are here to help. Contact us today for more information.