Annual Fund Results

A successful, process-driven digital strategy to identify donor prospects that care about your mission.
Build financial support through sustained giving.

So much is riding on the success of your Annual Fund. Bridging the gap between operations revenue and expenses. Identifying new donor prospects while sustaining donors who will upgrade over time to become major, capital campaign, and planned giving donors. This is just the beginning.

Your Annual Fund results cannot be left to chance.

GivingPoint – DONOR EVOLUTION is an Annual Fund system built for fundraisers by fundraisers. It represents the convergence of proven, sound, long-standing fundraising processes with 21st century digital lead generation marketing. Be more confident in your Annual Fund results with GivingPoint – DONOR EVOLUTION.

GivingPoint – DONOR EVOLUTION is built upon the donor continuum.

We understand fundraising and the continuum represented from impulse gift to major and planned gifts. Each stage, from donor prospect identification through major gift acquisition has unique, critical cultivation, relationship-building features. There are no shortcuts.

Effective Web Development Solutions

DONOR DEVELOPMENT


Tracking donor progress from impulse gift to major and planned gifts is important. In addition, more detailed analytics will reveal more fully the dynamics of your donor development program. We call it DONOR EVOLUTION and our GivingPoint process focuses on donor-type segmentation for messaging and cultivation as well as the all-important RFM Formula: recency, frequency, and monetary value.

 

The GivingPoint – DONOR EVOLUTION process, combined with your ability to build personal donor relationships, gives your Annual Fund uncommon advantages.

The GivingPoint - DONOR EVOLUTION Digital Platform:

CUSTOMIZED

  • Your mission’s message is custom-built and shared effectively.
  • Key messages are SEO (Search Engine Optimization) defined and targeted.

INTEGRATED

  • GivingPoint – DONOR EVOLUTION integrates easily with current operations.
  • You can easily add external operations: major gifts, capital campaigns, and planned giving seamlessly with 3 Run Single Media’s consulting partner PACE Fundraising.

MEASURABLE

  • Every action is tracked and measured from macro (system functions) to micro (donor assessment).
  • Benchmarks – we assess donor movement and project future capacity based upon realistic benchmarks.

ADAPTABLE

  • Because we are meticulous in measuring results, adjustments are made in real time.
  • Adapt to results seamlessly without additional cost or lost time.

SCALEABLE

  • The frequency of donor prospect contact is determined by your budget and the scope of your campaign.
  • Our digital and direct mail elements are designed to reach more prospects who care about your mission.

CONSISTENT

  • All elements: social media, blog posts, email campaigns, direct mail campaigns are planned in advance and executed on time, consistently.
  • GivingPoint – DONOR EVOLUTION keeps your messaging and donor cultivation consistent, even during inevitable staff turnover.

COST-EFFECTIVE

  • No lost investment, decreased momentum, or uncertainty due to staff turnover.
  • Customized to your organization.

INSTITUTIONAL MEMORY

  • All activities are digitally tracked and recorded for assessment and record keeping.
  • Avoid human error in records/data with GivingPoint – DONOR EVOLUTION’s digital data records.

Find Your Organization in GivingPoint - DONOR EVOLUTION:

 

GivingPoint – DONOR EVOLUTION offers solutions for a variety of organization types and industries.  How do you seek new and consistent donors:

Open Market, Affinity, or Defined Constituency?

In addition, we’ve built three service levels: ONLINE AWARENESS, ADVANCED ENGAGEMENT and ENHANCED GROWTH.

Choose your donor prospect pool type, your service level, and let’s start raising money!

Open Market – broad mission appeal

  1. No geographic limits
  2. Emotional appeal across a broad spectrum of donor prospects

Select Examples:

  • Human Services
    • Children’s Issues
    • Combatting Homelessness
    • Combatting Abuse
    • Hunger Issues
    • Developmentally Challenged
    • Other
  • Animal Issues
    • Adoption
    • Cruelty
  •  Environmental Issues
    • Clean water
    • Air quality
  • Veteran’s Issues
    • Disabled
    • Suicide prevention
    • Housing
    • Healthcare
  • Other

Affinity – common interest/like-minded prospects

  1. No or select geographic limits
  2. Peer to peer emotional appeal

Select Examples:

  • Outdoor/Sportsman Interests
    • Hunting/Fishing
    • Gun safety
    • Species preservation
    • Other
  • Athletics
    • Booster organizations
    • Tournaments/Events
  • Interpretive/Tourism
    • Museums
    • Commercial tourist attractions
    • Events

Defined Constituency – current, or previous relationship-based

  1. Institutional or geographic limits
  2. Strong affinity

Select Examples:

  • Education (k-12, Higher ed.)
    • Alumni
    • Parents
    • Community (close geographic)
  • Healthcare
    • Corporate
    • Individual philanthropists
  • Faith
    • Congregants

BENCHMARKS-DEFINITIONS

Fundraising is the lifeblood of a non-profit organization. Measuring and benchmarking fundraising performance might be the single most important strategic objective for your organization. This measurement shows where you’ve been, how you’re currently performing, and helps you allocate future dollars so you can best leverage funds raised.

REVENUE TRENDS

It’s rare for any nonprofit to be content with revenue that’s flat from year-to-year. Inflation, rising demands for services, and sheer ambition all conspire to force nonprofits to raise more money from year to year. So you’ll want to get a fix on whether or how your revenue is growing. Just be sure to distinguish between gross and net revenue. And you’ll probably want to look at a three- or five-year income trend.

DONOR ATTRITION

The most common measure of donor attrition is simply the flip side of the renewal rate coin – the percentage of donors who do not renew. But that number isn’t meaningful. What’s more meaningful is the hard number of individual donors who failed to give in the most recent 12-month period. That’s the number of donors you’ll have to recruit this year to ensure that your donor base doesn’t shrink. If you want to grow, you’ll need to recruit even more.

UPGRADES AND DOWNGRADES

The most common measure of donor attrition is simply the flip side of the renewal rate coin – the percentage of donors who do not renew. But that number isn’t meaningful. What’s more meaningful is the hard number of individual donors who failed to give in the most recent 12-month period. That’s the number of donors you’ll have to recruit this year to ensure that your donor base doesn’t shrink. If you want to grow, you’ll need to recruit even more.

DONOR COUNTS

The most common measure of donor attrition is simply the flip side of the renewal rate coin – the percentage of donors who do not renew. But that number isn’t meaningful. What’s more meaningful is the hard number of individual donors who failed to give in the most recent 12-month period. That’s the number of donors you’ll have to recruit this year to ensure that your donor base doesn’t shrink. If you want to grow, you’ll need to recruit even more.

MARKET SHARE AND MARKET PENETRATION

In commercial marketing, these measurements are often critical. Consumer goods marketers speak of market share and often little else. The application of these twin concepts is much more limited in the nonprofit sector, because few charities can hope to gain a level of dominance at which a measurement of market share would be meaningful.

There are notable exceptions, for instance, universities seeking to maximize the participation of their alumni in annual funds. Other exceptions are name-brand charities such as the American Red Cross and the Salvation Army on a national basis, or major museums and public television stations in regional markets.

For most of us, though, it’s not worthwhile to know what small portion of one percent of the market we’ve brought into the fold through our donor acquisition programs – or even what percentage of the number of households in our service area have been reach through our efforts.

DONOR RENEWAL RATES

Any organization that depends heavily on support from individual donors must measure the extent to which donors continue to provide financial support. Two such measures are paramount: the first-year renewal rate, and the multi-year rate. You’re likely to find that the rate of renewal is much less among those donors who gave for the first time last year and those who have been giving for two or more years. Each of these benchmarks is independently worthwhile.

FREQUENCY AND AVERAGE GIFT

Any organization that depends heavily on support from individual donors must measure the extent to which donors continue to provide financial support. Two such measures are paramount: the first-year renewal rate, and the multi-year rate. You’re likely to find that the rate of renewal is much less among those donors who gave for the first time last year and those who have been giving for two or more years. Each of these benchmarks is independently worthwhile.

GRADUATION COUNT

It’s often important to know how many gifts on average your donors are giving in the course of a year. The difference between an average of 1.25 and one of 1.5 can mean a whole lot of extra revenue. Similarly, the overall average contribution from your donors during a year can be meaningful, especially if it’s more or less than last year’s. From a diagnostic perspective, each of these measurements can be significant, too, since each may suggest different courses of action in your development program.

FUNDRAISING RATIO

It’s often important to know how many gifts on average your donors are giving in the course of a year. The difference between an average of 1.25 and one of 1.5 can mean a whole lot of extra revenue. Similarly, the overall average contribution from your donors during a year can be meaningful, especially if it’s more or less than last year’s. From a diagnostic perspective, each of these measurements can be significant, too, since each may suggest different courses of action in your development program.

RETURN ON INVESTMENT: DONOR ACQUISITION COST AND LONG-TERM VALUE

In many ways, Return on Investment (ROI) is the most meaningful benchmark in fundraising. Some large, well-funded nonprofits employ sophisticated number-crunchers who can determine this number through proprietary means. For most nonprofits, however, a straightforward comparison of the Donor Acquisition Cost and Long-Term Donor Value will serve the purpose.


Both numbers are averages and are best calculated on the basis of a full year or more of experience; three-year rolling averages may be the ideal way to treat these benchmarks. Both Donor Acquisition Cost and Long-Term Value can be determined in a straightforward fashion. However, accurate readings of these benchmarks require several years of detailed data at a minimum.

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