The CRM Performance Dashboard provides important metrics and trends that an organization can use to gauge its performance over time. The initial release of the CRM Dashboard will focus on fundraising. Future releases will include other 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.
To get to the Performance Dashboard, click Reports > Performance Dashboard.
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.
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.
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: Use this metric to see how many donations you’ve raised over time. Use the filters on this page to filter down to a specific fund, campaign, or appeal.
- Total $s Raised: Use this metric to see how much money you’ve raised over time. Use the filters on this page to filter down to a specific fund, campaign, or appeal.
- Total Donors: Use this metric to see how many donors have contributed to your organization over time. Use the filters on this page to filter down to a specific fund, campaign, or appeal.
- Average Donation: Use this metric to see how the average gift size across all years included. Use the filters on this page to filter down to a specific fund, campaign, or appeal.
- Total Fundraising Performance by Year: This graph provides a trendline for total funds received each year. See the percentage change from one year to the next.
- Year over Year 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 previous years. If you see an unexpected spike, you can click into the month to see what donations came in.
- Year over Year Donor Count in Annual Giving Levels: Donors that 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.
- Year over Year revenue in Annual Giving Levels: See at-a-glance what proportion of your total funds originate from donors that give a certain amount each year. Paired with the Donor Count in Annual Giving Level, you can easily see whether which donor cohorts deserve more staff attention.
- Year over Year Lifetime Average Donor Value by Giving Level: This graph provides a view into 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 will all of sudden seem 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 a 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 in giving level divided by the Total number of donors in the giving level.
- Average Annual Giving is the sum of the annual giving for all donors in a giving level divided by the total number of donors in 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.
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: Use this metric to see the number of donors that have donated to your organization so far this year.
- Donations: Use this metric to see the number of donations that have donated to your organization so far this year.
- Revenue: Use this metric to see the amount raised so far this year.
- Average Donation: Use this metric to see the average donation size so far this year.
- Rolling LYBUNT Donors: Use this metric to see 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: Use this metric to see the amount from donors that had donated as of this time last year, but have not yet donated as of this time this year.
- Pledges Outstanding: Use this metric to see the number of pledges outstanding that should have been received year to date, but have not been received.
- Lapsed Pledges: Use this metric to see the amount of pledges not received that should have been received year to date.
- Year to Date $ Revenue Compared to Previous Year, by Month: This graph enables you to track 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. Also, hover over a data point to see the percentage over or under the amount you raised at the same time last year.
- Year to Date # Donors Compared to Previous Year, by Month: This graph enables you to track the number of donors compared to the previous year on a month by month basis. Combined with the previous graph, this 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.
- Year to Date by Payment Type: This graph enables you to track 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 that make up either Online or Offline donations for that period.
- Year to Date by Donation Type: This graph enables you to track 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 into a bar segment within a month to view the donations types for that period.
Open 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 whether you're over or under your end goal. You can also slice and dice each fund, campaign, and appeal to see where your donors are donating.
- Fund Progress: This table shows 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 table shows 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 table shows all of your active appeals and how well you’re fundraising 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. On this graph, you can see at a glance which campaigns generated a higher or lower proportion of funds for each fund. Click on a campaign within a fund to see a pie chart of which appeals within that 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 allows you to easily see which funds a campaign generated revenue for and how much. In addition, you can click into a fund to see which appeals that were a part of a campaign that led to donations toward a fund.
- Appeals by Fund: Appeals are the specific requests made to donors that lead to donations. Appeals may be tailored only for a specific fund or include more then one fund. Here you can see what funds an appeal generate revenue for 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: Use this metric to see the number of New Donors (donors making their first donation) you had during the filtered period. New donors are key to the long-term sustainability of any organization.
- Average New Donors: Use this metric to see 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: Use this metric to see 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: Use this metric to see, at a glance, 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 Returning Donors: Use this metric to see the average count of donors each year that were NOT making their first donation during filtered period. Returning donors are donors that ultimately sustain organizations for the long term. This benchmark will be useful for planning your engagement goals.
- Average Revenue from Returning Donors: Use this metric to see, at a glance. the percent of revenue received each year from donors that were NOT making their first donation during the filtered period.
- Average Lapsed Donors: Use this metric to see at a glance the average number of donors that donated in a previous year but not in the following year during 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: Use this metric to see the average revenue lost from donors that donated in previous year but not the following year during filtered period.
- Yearly Revenue by Gain and Loss Categories: This graph enables you to see 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 into any segment within the year to see the donations that compose the total for that donor cohort.
- Yearly Donors by Gain and Loss Categories: This graphs allows you to see the same information as the previous graph, except this time by donor.
This tab illustrates how well your organization is doing at acquiring and collecting pledges. 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 to keeping your drives successful. Here, you can see just how much money you’re projected to receive, how much you’ve collected, and ultimately how much you’ve left on the table each year. Use this information to alter you pledge activities to bring you average pledge size and collection rate up.
- Total Projected: Use this metric to see the total pledge installments that you expect to receive during the filtered period.
- Total Received: Use this metric to see the pledge installment amounts actually received during the filtered period.
- Total Past Due: Use this metric to see the sum of pledge installment amounts past due during the filtered period.
- Total Outstanding: Use this metric to see the sum of pledge installment amounts with due dates in the future during the filtered period.
- Average Annual Collection Rate: Use this metric to track 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.
Year over Year Pledges Projected and Received: Use this graph to see, at a glance, 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.