The CRM Performance Dashboard provides important metrics and trends that an organization can use to gauge fund development performance over time. Over time, the Performance Dashboard will evolve to include additional metrics.
The CRM Performance Dashboard enables you to see...
- A high-level view of your fundraising progress.
- How your fundraising is performing this year compared to the same point in time last year.
- A snapshot of the performance of your active funds, campaigns, and appeals.
- Trends in your donor growth vs. churn over time.
- The progress of your outstanding pledges.
Check out the Performance Dashboard training course in Salsa Scholars.
To get to the Performance Dashboard, click Reports > Performance Dashboard from the main menu.
Many of the graphs enable you to drill down to see campaigns, funds, and appeals for individual donations. Play around with the interface to discover how much information we've made accessible.
Note: The CRM Performance Dashboard is restricted to users with the "Salsa CRM Admin" role or users that have roles assigned with the "All Permissions" and "All-Level Access" options checked. To add access to other roles, Salsa CRM Admins can navigate to the role configuration screen under Manage > Roles and check the Performance Dashboard permission for a selected role. Once permission has been granted, the Performance Dashboard link will be available under Reports. Users with access to the Performance Dashboard will have the ability to view and export all tabs.
Filter Your Results
The Performance Dashboard enables you to filter your results so you can get a more granular view of your data. Filters include the following: Year, Fund, Campaign, Appeal, Donor Type, Groups. You can narrow down your results using Filters and/or individual groups. Filters use AND logic. Individual groups use OR logic.
If you find this a bit complicated, the following may help:
- AND logic means results will need to meet all criteria within the selected set.
- OR logic means results will need to meet at least one criteria or the other criteria.
For example, if you select criteria for Fund, Campaign, Appeal, and Donor Type, any results will match all four criteria. So, if you selected just fund and a campaign, you would get results for only the selected fund and selected campaign. If there were other campaigns associated with the fund, you would not get those results. Groups (as a group) also work using AND logic. However, when you select multiple groups (for example, All, Employee, and Volunteer) you get results for All and Employee and Volunteer. In other words, within Groups, data is returned based on OR logic.
In other words, let's say you choose the following:
- Fund = All
- Campaign = Campaign 1
- Appeal = Appeal 1
- Donor type = Individual
- Groups = Employee, Manager, Volunteer
Your results would include data for All funds that were correlated with Campaign 1 and Appeal 1 and Individual and Employee or Manager or Volunteer.
The values contained in Fund, Campaign, Appeal, will depend on your configuration. Donor Type includes only Individual and Organization. Pledge Revenue offers two options:
- Received: This option will always count donations that are actually received. Here's what's included:
- Donation: These are donations that are entered and are not associated with a pledge template, matching gift, or recurring template. They're regular one-time donations.
- Recurring: These are donations received that are connected to a recurring template.
- Matching: These are donations received that are connected to a matching gift.
- Pledge Payment: These are donations received and connected to a pledge installment. This includes only pledge payments received. Pledge installments that are unpaid or written off will be excluded.
- What's excluded: Pledge - This is the value of the entire Pledge that's entered. Because we're counting Pledge Payments made against the installments, we do not count the entire pledge value.
- Committed: This option changes what's counted for Pledge Payments versus Pledges only. Instead of counting Pledge Payments, we count the entire Pledge. Here's what's included:
- Donation: These are donations entered that are not associated with a pledge template, matching gift, or recurring template. They're regular one-time donations.
- Recurring: These are donations received that are connected to a recurring template. Count the installments received, not summing unpaid installments.
- Matching: These are donations received that are connected to a matching gift.
- Pledge: This is the value of the entire Pledge that's entered. Because we're counting Pledge, we do not count Pledge Payments, as this would be double counting.
- What's Excluded: Pledge Payment - These are donations received and connected to a pledge installment. Because we're counting Pledge, we do not count Pledge Payments, as this would be double counting.
Save Filter Settings
To save your filter settings for the tab that is in focus, click the SAVE button to the top-right of the window. The saved filter setting will be listed on the MY REPORTS tab. To rerun a report with the saved filter settings, open the MY REPORTS tab, and double-click the filter set that you want to run. Focus will be returned to the FUNDRAISING tab.
After you've created the filters that you want, schedule for that filtered report to be sent when and to whom you want.
- Set filters the way you want.
- Click SCHEDULE to the top right of the window. The Schedule Report window will open.
- Enter the following:
- Name - Use a brief, descriptive name so that you can later identify the report.
- Description - Enter a brief, detailed description so you can later have a clear idea of what the report is and why you created it.
- Email Subject - This is what will show up in the Subject line of the email we send.
- Email Recipients - Enter a comma-separated list of up to 100 email recipients. These are all of the people who will receive a copy of the report in their inbox.
- Start Date - This is the date that the first report will be generated.
- Time - This is the time at which the report will be generated. If you are running a report on donations and most of your donations arrive by 9 PM, you can set the report to run at 9 PM to capture the latest information.
- Repeat - This determines the frequency at which the report will run.
- Click Save to save and initiate the report schedule.
- Click the MY REPORTS tab > Scheduled to see a list of all scheduled reports. From the Scheduled tab, you can Delete reports, view when a report has run (History), and Edit reports. Edit enables you to change everything except Start Date and Time. To stop Salsa CRM from running a report, you'll need to delete the report that you want to be stopped.
This tab tracks core metrics that give you a baseline for understanding your organization’s overall fundraising. See how much you raise from year to year, how many donors you have, what giving levels make up your annual totals, and how much an average donor to your organization is worth.
Key Performance Indicators (KPIs)
- Total Donations: This is how many donations you’ve raised over time. Use the filters on this page to filter down to a specific fund, campaign, appeal, donor type or group.
- Total Raised: This is how much money you’ve raised over time. Use the filters on this page to filter down to a specific fund, campaign, appeal, donor type or group.
- Total Donors: This is how many donors have contributed to your organization over time. Use the filters on this page to filter down to a specific fund, campaign, appeal, donor type or group.
- Average Donation: This is the average gift size across all of the years that are included. Use the filters on this page to filter down to a specific fund, campaign, appeal, donor type or group.
- Fundraising Performance by Year: This provides a trendline for total funds received each year. See the percentage change from one year to the next.
- Revenue Received by Month: Not all donations cluster around the same time of year for every organization. See which months your revenue comes in and compare to previous years. If you see an unexpected spike, you can click into the month to see what donations came in.
- Donor Count in Annual Giving Levels: Donors who give a certain amount each year can constitute a higher proportion of your total donor base. Understanding how this breaks down for your organization will help to guide your outreach and donor engagement.
- Revenue in Annual Giving Levels: This is the proportion of your total funds that originate from donors who give a certain amount each year. Paired with the Donor Count in Annual Giving Level, you can easily see which donor cohorts should get more staff attention.
- Lifetime Average Donor Value by Giving Level: This is a view of how valuable a donor is at each giving level. It is calculated as (Average Donor Lifespan) x (Average Annual Donation). Knowing the value of a prospective donor is critical for planning where to spend your development dollars and staff time. For example, if a donor at your highest giving level has a lifetime donor value of $10,000, spending $1,000 in staff time to acquire that donor is very reasonable. Moreover, this graph will track how well you're doing in terms of retaining donors at each Giving Level or getting a higher annual donation; this would be represented in the graph by an increase in Lifetime Donor Value over time. When you hover over a data point, additional data will appear:
- Average Donor Lifespan is the sum of the cumulative years of giving for all donors at a particular giving level divided by the Total number of donors at the particular giving level.
- Average Annual Giving is the sum of the annual giving for all donors at a particular giving level divided by the total number of donors at the particular giving level.
Year-to-Date Progress Tab
This tab gives your development team a single location to track your fundraising efforts in the current year, compared to the previous year. While end-of-year fundraising is important for every nonprofit, your organization may have seasonal programming, events, or other fundraising activities that spike at different times of the year. On this tab, you can track those spikes.
Note that Pledge Revenue Filter will change the donation types. When that filter option is set to Receive, it will count only Pledge Payments. When set to Committed, it will count the entirety of the Pledge when it was entered.
For these, each KPI is the number for the current year. Underneath each number (in red) is the % above or below the same metric for the same time period last year. Positive is more and negative is less.
- Donors: This is the number of donors who have donated to your organization so far this year.
- Donations: This is the number of donations that have been made to your organization so far this year.
- Revenue: This is the amount raised so far this year.
- Average Donation: This is the average donation size so far this year.
- Rolling LYBUNT Donors: This is how many donors had donated as of this time last year but have not yet donated as of this time this year.
- Rolling LYBUNT Revenue: This is the amount from donors who had donated as of this time last year but have not yet donated as of this time this year.
- Revenue Compared to Previous Year: This tracks how your fundraising compares to the previous year on a month by month basis. This will give you insight into when you experienced fundraising spikes last year so that you can time your fundraising and spending accordingly. Hover over any data point to see the percentage over or under the amount you raised at the same time last year.
- Donors Compared to Previous Year: This tracks the number of donors compared to the previous year on a month by month basis. Combined with the previous graph, it will give you insight into when your donors donate versus when your revenue comes in. This will help you anticipate when, perhaps in your case, what a few major donors give versus smaller donors. Hover over a data point to see the percentage over or under the number of donors at the same time last year.
- Online versus Offline Revenue: This tracks when your online versus offline fundraising occurs and how these compare to the previous year. Viewed by month, you can see when your mailings generated offline donations compared to your online asks. This will help you plan your asks seasonally and know when your donors gave last year. Click into a bar segment within a month to view the donations for either Online or Offline donations for that period.
- Revenue by Donation Type: This tracks when you received different types of donations last year compared to this year. This includes one-time, recurring, and matching donations as well as pledges. Click on a bar segment within a month to view the donations types for that period.
Fundraising Initiatives Tab
This tab provides a running measure of how well you’re succeeding in your fundraising initiatives. Not every fund, campaign, or appeal has the same goal. Some are short and contained, while some initiatives span multiple years. On this tab, you can see at-a-glance what percentage of your goal you've met. For example, if you have a $10,000 goal for a specific fund and in the timeframe selected you raised $1,000 toward that fund, you then raised 10% of your goal. You can also slice and dice each fund, campaign, and appeal to see where your donors are donating.
- Fund Progress: This is all of your active funds and how well you're fundraising toward each fund goal. Sort the table to see, at a glance, where you’re behind, where you’re over-achieving, and which funds have an approaching deadline.
- Campaign Progress: This is all of your active campaigns and how well you’re fundraising toward each campaign goal. Sort the table to see, at a glance, where you’re behind, where you’re over-achieving, and which campaigns have an approaching deadline.
- Appeal Progress: This is all of your active appeals and how well you’re raising funds toward each appeal’s goal. Sort the table to see, at a glance, where you’re behind, where you’re over-achieving, and which appeals have an approaching deadline.
- Funds by Campaign: Every donation that enters the CRM must be associated with a fund. However, donations that go to a given fund may come from one or more campaigns. This graph shows which campaigns generated a higher or lower proportion of dollars for each fund. Click on a campaign within a fund to see a pie chart of which appeals within a campaign raised money for the fund you’re analyzing.
- Campaigns by Fund: Campaigns may focus on raising money for a single fund, multiple funds, or perhaps any fund. This graph shows which funds a campaign generated revenue for and how much. In addition, you can click on a fund to see which appeals, that were a part of a campaign, led to donations toward a fund.
- Appeals by Fund: Appeals are the specific requests made to donors who lead to donations. Appeals may be tailored for only a specific fund or to include more than one fund. This shows for what funds an appeal generates revenue and how much. In addition, you can click on a fund to see what campaign the appeal was a part of.
Donor Growth and Retention Tab
Every nonprofit organization has to focus on raising money, and highly successful nonprofits know, year over year, how well they’re keeping the donors they already have. This tab provides a window into your organization’s gains and losses (both in terms of revenue and donors). It will also provide a window into how reliant you are on acquiring new donors versus keeping existing donors.
- Total New Donors: This is the number of New Donors (donors making their first donation) that you had during the filtered period. New donors are key to the long-term sustainability of any organization.
- Average New Donors: This is the average number of New Donors (donors making their first donation) each year during the filtered period. Knowing this benchmark is key to understanding whether you’re able to convert prospects into donors at the same rate year over year.
- Average Revenue from New Donors: This is the average revenue received each year from New Donors (donors making their first donation). Similar to knowing the number of donors, knowing how much you can expect year over year from new donors will be key to planning your programming and campaign goals.
- Average Total from New Donors: This is the percent of revenue received each year from New Donors (donors making their first donation). If this metric is too high, your organization may rely too much on new donors and not be focused enough on converting donors into lifelong supporters. This sets you up each year to find more and more new donors in order to stay afloat. Similarly, if this number is too low, your organization may not be setting itself up for the longer-term, as an aging donor base may eventually taper off.
- Average Previous Donors: This is the average count of donors each year who were NOT making their first donation during the filtered period. Returning donors are donors who ultimately sustain organizations for the long term. This benchmark is useful for planning your engagement goals.
- Average Revenue from Previous Donors: This is the percent of revenue received each year from donors who were NOT making their first donation during the filtered period.
- Average Lapsed Donors: This is the average number of donors who donated in a previous year but not in the following year during the filtered period. These donors represent churn and a loss to your organization. Knowing this number will help you benchmark your retaining efforts and plan your budgets from year to year.
- Average Lapsed Revenue: This is the average revenue lost from donors who donated in the previous year but not the following year during the filtered period.
- Yearly Revenue by Gain and Loss Categories: This graph shows where your revenue is coming from each year, by donor category. Each donor category aligns with the Association of Fundraising Professionals Fundraising Excellence Project’s recommendation for fundraising. Using these categories, you can see from year to year which donor categories bring in revenue. Moreover, by seeing which donors lapsed and downgraded, you’re able to see how much you’re losing due to churn. Alternatively, you can see how much your organization relies on existing donors versus new donors. If you rely solely on a goal of top-line revenue numbers going up, this can hide areas where your organization may be losing valuable (and easily reachable) dollars from lapsing or churning donors. With this knowledge, development directors can refocus donor engagement on retaining existing donors and increasing their annual donation size. You can also see where such initiatives ultimately pay off as your net revenue tracks up or down. Click on any segment of the year to see the donations that compose the total for that donor cohort.
- Yearly Donors by Gain and Loss Categories: This graph shows the same information as the previous graph, except this time by donor. This graph is designed to break down annual totals by donor categories so you can focus your fundraising efforts on the subset that's trending in the wrong direction. Knowing where your donor base falls each year means you can strategically focus on segments that may be trending up or down. So, while your retention rate may consistently high, your New Donor category may be very small as a percentage of income or donor base – illustrating a lack of long-term organizational viability if your program were to take even a minor hit in retention.
NOTE: calculate an overall retention rate from this graph:
- Retention Rate = ((Last Year's New Donors - This Year's Lapsed Donors) ÷ Last Year's New Donors) x 100%
Using the numbers in that report: ((988-436)/988)*100 = 55.87%
- Retention Rate = ((Last Year's New Donors - This Year's Lapsed Donors) ÷ Last Year's New Donors) x 100%
|Returning Donor||Revenue from a donor who gave the same total amount the previous year and the current year. (For example, totals in 2016 and 2017 are each $100.)|
|New Donor||Revenue from a donor who gave for the first time in the current year.|
|Recaptured Donor||Revenue from a donor this year, who did not give the previous year but did give at some time in the past.|
|Upgraded Donor||Revenue from a donor who gave the previous year at some total amount and also gave a higher total amount this year.|
|Downgraded Donor||Revenue from a donor who gave the previous year at some total amount who also gave, but at a lower total amount, this year.|
|Downgraded Lost||Amount of Revenue lost from a donor who gave the previous year at some total amount who also gave this year but at a lower total amount.|
|Lapsed Donor||Revenue lost from a donor who gave the previous year but who did NOT give this year.|
|Net Revenue||Having an idea of changes in your "net" values lets you know how you performed overall, with losses accounted for.|
|Net Donors||The difference in the number of donors from the previous year. Having an idea of changes in your "net" values lets you know overall how you performed with losses accounted for.|
This tab illustrates how well your organization is doing at acquiring and collecting pledges and how it might do in the future. Pledge drives are a tried and true fundraising strategy that many nonprofits employ each year. Knowing how well your staff does at acquiring and ultimately collecting pledges is critical for keeping your drives successful. Here, you can see just how much money you’ve collected, how much you’ve left on the table each year, and how much you’re projected to receive. Use this information to change you pledge activities to bring your average pledge size and collection rate up.
Use the Timeframe filter to include dates into the future, to see a projection of future giving.
- Total Projected: This is the total pledge installments that you expect to receive during the filtered period.
- Total Received: This is the pledge installment amounts actually received during the filtered period.
- Total Past Due: This is the sum of pledge installment amounts past due during the filtered period.
- Total Outstanding: This is the sum of pledge installment amounts with due dates in the future during the filtered period.
- Average Annual Collection Rate: This is the average collection rate of all years in the filtered period. Knowing how well you’re collecting pledges gives you a benchmark for your pledge drives. You can also set realistic goals for your drives and focus on meeting or exceeding your average.
Pledges Projected and Received: This graph shows which years your pledges were collected. Track your collection rate from year to year to see which years were successful and where you fell short. Filter this graph to see which campaigns or funds were more successful or less successful toward pledge fulfillment.