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Apr 8, 2019

The Fundraising Power of Awareness

It may seem like a serious “duh”, but in the countless studies we have done on literally 100s of nonprofit organizations, the variable that seems to most accurately predict fundraising success is how well-known the organization is within their market.

One would think that, if this is true (and it is), organizations would be spending much more money on promoting their brands through traditional media.

The tricky part is that tracking ROI from general advertising is really tough. So, organizations avoid it.

But check out this graph we recently created for one of our clients. It shows the impact of all giving in certain markets before and after they initiated a Peer-to-Peer (P2P) fundraising event.

In this example, on average, revenue increased an average of 160% the 4-years after the P2P event compared to the 4-years prior to the P2P event. This revenue gain was across all giving channels, not just from the P2P event.

I believe this supports how important awareness is to your fundraising. And this demonstrates that one way to build that awareness is putting on a P2P event.

The Regression to the Mean has Begun

A year ago, all of us in the business of fundraising were nervous. Lockdowns were taking place across the world, there were shortages of toilet paper and no one was sure how donors would respond. No one could have predicted that donors would respond in a such an...

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December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://www.analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

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