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Individual Giving KPIsJoel Voysey Fundraising
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IndicatorHow measured?Notes
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Number of new cash donorsRolling twelve month figure. Set the date parameters in the query from today's date and work backwards 12 months from thereBe aware of spikes around recruitment campaigns
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Number of donors lapsing (cash and regular)Donors with no payment in the last 5 years (from today's date)Set the number of years to tally with your appeal selections. If you go back just 4 years for lapsing donors, amend the query to reflect that
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Average yield per active donor (cash and regular)Take all active donors (with payments in the last 5 years) and sum the value of all their gifts. Then divide by the number of donors in your base queryThis will help track a number of positive factors = increase in average gift values / increase in number of gifts / conversion to higher value products (eg regular giving) / multiple product holdings. If the trend is downward it will show the converse of these measures
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Number of new Direct Debits acquired or converted from the cash programmeCount of all new DD instructions received within the current financial year and loaded into the attrition modelBe aware of spikes around recruitment campaigns
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Projected 4 year income from Direct Debits aquired within the current financial yearThe attrition model will generate this valueThis is a headline number only - the IG manager will be looking at attrition by cohort, gift aid take, average in each campaign to drive up this overall value. NB - we need to use financial year rather than rolling twelve month for this as this is how the attrition model is set up. This means the output value will be very small in month 1 and much larger in month 12, when the new recruits have been loaded to the database
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Projected 4 year income from Direct Debits aquired prior to the current financial yearThe attrition model will generate this valueThis is the regular giving 'back book' - having a monthly or quarterly view of this will help with budget setting and forecasting
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Average gift received via active monthly Direct DebitTake the full value of Direct Debits with a monthly frequency within the last twelve months after data has been uploaded for the second payment file (15th). Divide by 12, then divide by the number of active DD donorsThis gives you a view of the overall value of the historic and current activity
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Tax efficiency of fileTake the number of active donors with GA = Yes and calculate the proportion of the file to with reference to the total active universeThis will give you a % figure to track and which should move in a positive direction with continued use of the telephone as an acquisition channel
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Non-Gift Aid rateTake the number of active donors with GA = No and calculate the proportion of the file to with reference to the total active universeThis is important to understand alongside the measure above as you can't reclaim tax from those who don't pay it or won’t allow you to claim it. The value lies in getting a response from everyone not in the Yes or No camp - the GA = unknowns
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Not included as proposed KPI's:
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IndicatorWhy not?
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I haven't included Financial TotalsThese will come from the Management AccountsThe production of the KPIs is dependent on MA's having been checked and agreed, and both DD files having been loaded to the database and the attrition model having been refreshed
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I haven't suggested KPI's around the middle donor programmeThis is in its infancy currently and increased yield will be captured in the measures above. When you have been running the programme for a while you might want to include some specific measuresMake sure you exclude all other income streams from these queries however (eg Major Donor, Legacy income etc)
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