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tjhillinger webYour data holds the key to taking your direct marketing fundraising program to the next level of success—but you’ve got to go below surface level to see what’s really going on.

Aggregate campaign-level metrics and benchmarks are great ways to measure performance. But for the most robust analysis of membership dynamics, file trends, and return on investment (ROI), Avalon recommends a really deep dive into your data—an Avalon Inquire™ master file analysis.

This thorough data file assessment can help you meet your fundraising goals by providing the most accurate picture of your file today and identifying significant trends that impact program performance.

Each Avalon Inquire™ analysis is customized to the individual needs of the client, but typically includes an overall health-of-the-file assessment, acquisition analysis, house file analysis, channel analysis, multi-channel giving behaviors (mail, phone, online), segmentation analysis, and upgrade analysis.

Beyond these foundational analyses, we’ve added the following views to help our clients learn as much as possible about their donors, members, and prospects:

  • Age overlay view: Compares the organization’s age trend to the national average and illustrates that fact that donors on most files skew older;
 NMAI MFA Slide 2 - Age Append
  • Break-even analysis: Reveals the projected point at which an acquisition join group will break even—when revenue covers the initial cost and subsequent cost to resolicit;

NMAI MFA Slide 3 - Break even analysis

  • Heatmap/geographic overview: Gives organizations a view of donors’ geographic distribution by zip code, illustrating pockets of donor concentration;

NMAI MFA Slide 4 - Heatmap

  • File stabilization view and trajectory: Projects the current trajectory of the file (growth, decline, or stability) and the number of new/reinstated joins needed to keep the file stable—key data to consider when making decisions about acquisition investment;

2016-06-02 Slide 1

  • Membership vs. giving level/discounts: For membership-based nonprofits, this view provides insight into the member value based on giving levels (compared to discounted giving levels); and
  • Enhanced major gift pipeline: These added views quantify the revenue low-dollar/membership donors provide to the major donor program, underscoring the importance of direct marketing as a pipeline to major giving and the impact of direct marketing beyond the program itself.

If you’re not sure where to go from here with your direct marketing program, an Avalon Inquire™ analysis can help you set a course for the future while giving you the statistical back-up to make your case to stakeholders and leadership. We’ve got your back.

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