Merlin by Avalon®

Merlin® puts powerful insights into the palm of your hand (literally – it is mobile friendly!). The campaign insights from Merlin® will spark ideas, fuel strategies, and uncover opportunities to maximize your program’s potential.


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  • Key basic dashboards that can group campaign data by channel
  • These digestible, high-value, targeted reports are sent weekly and get to the core of what nonprofits need to know


  • Everything from the Starter Pack plus program-level reporting sent weekly
  • 1-hour weekly coaching with a senior-level staff member to help develop findings and next steps


  • Full, live access to our standard campaign reporting suite
  • Written interpretation of your reports, highlighting what we see in your data
  • 1-hour monthly coaching

You should feel empowered by data, not overwhelmed. Merlin® has your back.

Organizations like yours need to make the biggest impact quickly, efficiently, and effectively. And using data to drive your decisions is the best way to do it.

Built from the ground up for nonprofit professionals just like you, Merlin® provides the deep, reliable data you need to inform your programs, uncover new opportunities, and optimize every effort for success.

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Here are just some of the features and functionalities that
will make you love Merlin®

Hosted in Tableau, a leading data visualization tool
Web based and easily accessible at your desk or on the go
Seriously robust suite of reports
On the fly filtering for enhanced reporting with some offerings
Digital Dashboard
VitalStats™ Dashboard option

Why Merlin® Matters

Avalon Consulting, the driving force behind Merlin®, made a significant investment in building the industry’s best reporting platform. Why? Simple: Because nonprofits and those they serve deserve nothing less.

(That, and we’re just really big nerds.)

We have seen first-hand over the past 20+ years just how powerful data-driven decision making can be, and we will double down on that data every time. And we believe we have an ethical responsibility to our clients to make decisions based on data.

Every dollar raised, every member and donor acquired, every petition or pledge signed is a step closer to achieving their goals. The more efficient and the more effective the campaign, the bigger impact they can make.

Let’s discuss how you can begin to tap into the power of Merlin®.

Reach out now


"Merlin is not a one-size-fits-all reporting system. You do get comprehensive standard reporting but are also able to pull reports specific to your program to get the answers you need."  

Myles King
The John. F. Kennedy Center for the Performing Arts

“I have such trust and confidence in the Avalon team. Their data driven approach to fundraising has provided us with critical insight into our program and donor universe.”  

Cordy Galligan

"First class data visualization gives me a great overview of each channel, making managing my program so much easier!"      

Daniel Vincent
The Trustees