Quick recap: On June 15, we hosted Jenny Mitchell, Chief Visionary Officer at Chavender, for a lively session on the nonprofit metrics that actually move revenue. Jenny’s work spans health, social services, arts and culture, science, community groups, and sport, so she brought a practical lens to what to track, how to present it, and how to build a culture where metrics drive decisions—not stall them. Below are the key lessons, plus a handy metrics cheat sheet and a 30-day plan you can copy.
The nonprofit landscape: faster, digital, opportunity-rich
The pandemic accelerated change—and it hasn’t slowed. Teams are modernising with capital campaigns, online programs, and data transformations. Donors are happy to meet on Zoom. Fundraisers are testing new channels and leaning into digital tools that scale stewardship. The takeaway: get comfortable with the pace of change and use it. Digital transformation isn’t a side project anymore; it’s the default.
What this means for fundraising today
- Treat online as your primary engagement layer, not a backup plan.
- Pilot quickly: webinars, virtual briefings, and segmented email journeys.
- Build data habits now so your next campaign launches with evidence, not guesses.
Leadership priorities: revenue impact over sticker shock
Jenny sees leaders thinking longer-term and amortising investments over multiple years. The lens is shifting from “what does it cost today?” to “what revenue and retention will this unlock?” That means decisions are weighed on ROI and risk-adjusted impact, not just line-item cost.
Rule of thumb: When evaluating new tech, staff, or a data project, ask:
- What revenue or retention metric will it move?
- How will we prove it within two quarters?
- What’s our stop/go gate if the signal is weak?
The fundraising metrics that matter (and how to use them)
Jenny’s advice: fish in your own pond first. Most growth is in your current base—if you know your data and act on it. Start with a small, durable set of professional metrics that tie to decisions.
Core revenue & donor metrics
- Total revenue (by campaign, channel, fund, and appeal).
- Donor counts by tranche (e.g., ≤$1k, $1k–$5k, $5k–$25k, $25k+). This shows upgrade potential.
- Retention rate (overall and by segment).
- Average gift and median gift (track both; median reduces outlier noise).
- Upgrade rate (donors who gave more than last year).
- Reactivation rate (lybunt/sybunt win-backs).
- Recurring donor count & revenue (monthly giving health).
- Major gift pipeline coverage (value of active opportunities vs. target).
- Cost to raise a dollar (CTRD) by channel.
Handy formulas
- Retention rate = donors who gave last year and this year ÷ donors who gave last year.
- Average gift = total revenue ÷ number of gifts.
- CTRD = total fundraising cost ÷ total revenue.
- Upgrade rate = donors who increased gift year-over-year ÷ repeat donors.
- Recurring growth = (recurring revenue this period – last period) ÷ last period.
Why these win: They surface where to focus: upgrade paths, lapses, channel efficiency, and major gift velocity. They also make it easy to tell a board-ready story.
Beat analysis paralysis: collect less, decide more
More data isn’t more comprehension; it can dilute it. Jenny’s two questions keep teams moving:
- What do we need? Gather the few inputs that directly inform a decision.
- How will we use it to influence others? Build for the slide you’ll actually show.
The one-slide rule: Present a single chart per point. Label the “so what” in plain language. End with the decision or next action.
Minimum viable dashboard (MVD)
- Monthly: revenue by channel, new vs. returning donors, retention, average gift.
- Quarterly: upgrade/reactivation rates, major pipeline coverage, CTRD by channel.
- By campaign: target vs. actual, conversion rate, cost per acquisition (if applicable).
If perfection blocks progress, use ballpark estimates for this month, then refine. Momentum beats precision—especially at the start.
Build a metrics culture: simple, visible, accountable
Metrics stick when people see themselves in them. Start with three KPIs per role, review them in a set cadence, and coach to the work behind the number.
30-day starter plan
- Week 1: Pick 6–8 metrics from the list above that you can pull reliably. Define the formula once, write it down, and socialise it.
- Week 2: Create the MVD in your CRM or BI tool. One page, no vanity charts.
- Week 3: Set a monthly metrics meeting (60 mins) plus a 15-minute weekly huddle.
- Week 4: Tie two incentives to behaviour (e.g., % of portfolio touched, # of quality discovery calls) and one incentive to outcomes (e.g., upgrades closed).
Coaching note: When performance lags, it’s often a clarity gap—unclear goals, unclear definitions, or invisible progress. Fix the system before you label the person.
Five takeaways from the webinar (skim-friendly)
- Digital first is here to stay—design your pipeline around online touchpoints.
- Leaders fund ROI, not line items—show revenue and retention impact.
- Start small with metrics: revenue, retention, average gift, donor tranches, pipeline.
- Fight analysis paralysis: collect only what informs a decision; present one slide per point.
- Culture wins: few KPIs per role, regular reviews, and coaching to behaviours.
FAQs (for quick answers and AI Overviews)
What are the best fundraising metrics to track?
Revenue (by channel), retention, average gift, upgrade/reactivation rates, recurring revenue, and CTRD. Add major gift pipeline coverage for relationship-based programs.
How many KPIs should a team use?
Keep it to three per role you can actually coach and influence weekly. Add more later if they earn their place.
What’s a healthy retention rate?
It varies by program. Track your baseline, then improve it by segment with timely stewardship and upgrade asks.
How do I segment donors fast?
Start with giving level tranches and recency (new, retained, lapsed). Layer in affinity or program interest as you learn more.
How do I make a fundraising dashboard people use?
One page. Same formulas, every time. Monthly snapshot and a trends line. A single takeaway under each chart.
Put this to work this quarter
- Audit last 12 months by donor tranche; flag upgrade prospects.
- Launch or relaunch a recurring giving offer with a clear value prop.
- Run a 6-week lapsed-donor reactivation series (email + phone + handwritten note).
- Host two short virtual briefings to move major gift prospects through discovery.
- Report monthly on the MVD; adjust one tactic per metric based on what you see.
Keep learning
Want to go deeper? Watch the recording of Fundraising Metrics for Success and follow Jenny Mitchell (Chavender) for practical takes on data-driven fundraising. Our next session explores AI data analytics for fundraising—perfect timing if you’re building your first dashboard or tuning the one you have. Follow us on Youtube and LinkedIn for dates and registration.