Fundraising Metrics That Help Build Stronger Relationships

Major gifts metrics: Are we measuring what matters? After years of analyzing fundraising data, I've noticed a troubling trend. We're often tracking the wrong things. Common metrics: • Total amount raised • Number of gifts secured • Average gift size What we should be measuring: 1. Donor retention rate for major givers 2. Engagement score (based on event attendance, volunteering, etc.) 3. Time from first contact to major gift 4. ROI on cultivation activities 5. Percentage of donors moving up the giving pyramid Here's the controversial part: Focusing solely on dollar amounts can lead to short-term wins but long-term donor attrition. The most successful organizations I've worked with prioritize relationship depth over transaction size. They play the long game. What's your most important major gifts KPI? Is it on this list? Share below and let's debate! Remember: Not everything that counts can be counted, and not everything that can be counted counts. But with the right metrics, we can get pretty close to measuring relationship strength.

The most revealing question in your donor survey isn't the one you're asking. You ask about communication preferences, giving interests, and satisfaction levels. You never ask the question that actually predicts retention: "How well do you understand the impact of your support?" The organizations losing donors aren't just collecting the wrong data. They're missing the most critical insight. Your donors don't leave because they're dissatisfied with your communications. They leave because they don't understand their impact. Pull out your last donor survey. Look for questions that directly measure: How clearly donors understand the specific outcomes of their gifts. How confident donors feel about the difference they're making. How connected donors feel to the people they're helping. How much evidence they've received about their impact. If these questions are missing, you've found a problem. The most successful fundraising programs I work with don't just survey more often. They survey more effectively. They measure impact clarity, not just satisfaction. They track confidence in outcomes, not just giving preferences. They assess emotional connection, not just communication frequency. They evaluate evidence effectiveness, not just delivery methods. Your donors aren't leaving because you're communicating poorly. They're leaving because you're not showing them their impact clearly enough. Stop asking questions that make you feel good. Start asking questions that predict retention. Because in fundraising, what donors understand about their impact matters more than what they prefer about your communications.

Relationship-building is the key to successful fundraising. But…. That’s easy to say, right? But how do you measure it? I’ve heard this idea echoed across webinars, conversations, and even back when I was leading a B2B sales team. We all agree that deep, genuine relationships are critical, whether you’re fundraising or selling—but here’s the challenge: 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗱𝗼𝗻’𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗽𝗶𝗰𝘁𝘂𝗿𝗲. Think about it: It’s easy to measure the number of calls, emails, or meetings held. We can track open rates, response rates, donations received, donor attrition. But where’s the metric for the strength of a relationship? For trust? For genuine connection? How do you know if your team is truly building relationships, or just checking off activity boxes? If a donation comes in after 3 months of effort, was that the right moment? Or could a longer period of relationship-building have led to a greater commitment, not just financially, but with other forms of support? Maybe it’s time to rethink our approach to metrics. Here are a few starting suggestions: 𝗧𝗿𝗮𝗰𝗸 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗗𝗲𝗽𝘁𝗵: Consider creating a simple scoring system based on the depth of conversations. Did the donor share personal stories or interests? Did they ask thoughtful questions about your organization’s mission? 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: Collect feedback from donors. Ask questions that help you gauge how connected they feel to your mission and how well they understand your impact. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗜𝗻𝗱𝗶𝗰𝗮𝘁𝗼𝗿𝘀: Instead of just counting immediate donations, track indicators of long-term engagement like recurring donations, increased involvement, or advocacy on your behalf. I don’t have all the answers, but I’d love to hear your thoughts. 𝙃𝙤𝙬 𝙖𝙧𝙚 𝙮𝙤𝙪 𝙢𝙚𝙖𝙨𝙪𝙧𝙞𝙣𝙜 𝙧𝙚𝙡𝙖𝙩𝙞𝙤𝙣𝙨𝙝𝙞𝙥-𝙗𝙪𝙞𝙡𝙙𝙞𝙣𝙜 𝙞𝙣 𝙮𝙤𝙪𝙧 𝙤𝙧𝙜𝙖𝙣𝙞𝙯𝙖𝙩𝙞𝙤𝙣? 𝘼𝙣𝙙 𝙬𝙝𝙖𝙩 𝙤𝙩𝙝𝙚𝙧 𝙬𝙖𝙮𝙨 𝙘𝙖𝙣 𝙬𝙚 𝙚𝙣𝙨𝙪𝙧𝙚 𝙩𝙝𝙖𝙩 𝙬𝙚’𝙧𝙚 𝙙𝙤𝙞𝙣𝙜 𝙢𝙤𝙧𝙚 𝙩𝙝𝙖𝙣 𝙟𝙪𝙨𝙩 𝙝𝙞𝙩𝙩𝙞𝙣𝙜 𝙖𝙘𝙩𝙞𝙫𝙞𝙩𝙮 𝙢𝙚𝙩𝙧𝙞𝙘𝙨? #fundraising #nonprofits