This document summarizes a presentation about using donor feedback and metrics to improve fundraising programs. The presentation discusses evaluating programs to improve quality and accountability, prioritize resources, and better tell an organization's story. It provides examples of traditional metrics like counting and technology metrics. Donor-focused evaluation methods are discussed, like surveys, conversations, and focus groups. Tools for evaluation include post-interaction feedback, surveys, and focus groups. The presentation provides tips on constructing effective evaluation questions and examples of good questions to ask donors. It discusses using donor stories, calculating donor value, lifetime value, and prioritization solutions to drive fundraising success.

1. Session ID 1281 1
Presented by: Lynne M. Wester
Yeshiva University
April 8, 2013
Session ID 1281
Metrics Can Tell a
Story about Stories:
Using Donor Feedback and
Metrics to Drive the
Success of Your Program

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Time to Survey You!
• How many of you have “something” you want to get
feedback on or evaluate now?
• Have you done an evaluation or survey in the last
year?
– How many of you acted upon what you learned?
• How many of you have direct interaction with
Donors?
– If not, how many of your offices or someone in
your office have direct interaction with the donors?

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Why evaluate?
• Improve quality
• Increase accountability and awareness
• Prioritize financial and human resources
• Measure programmatic effectiveness
• Tell a better story
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Excuses
• We know everything
• Fear of evaluation impact
• We won’t use the results…we never have
• No one is asking for it
• It takes too much time/too many resources
• Just one more thing to do
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Traditional Metrics
• Counting
• Dynamic Metrics
• Technology Metrics
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Donor Focused Methods
• Documents and Records
• Surveys and Questionnaires
• Individual conversations
• Focus groups
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Tools
• Types
– Post interaction/ immediate feedback
– Face to face
– Use assessment
• Delivery
– E-methods:
• Email / Online/ Social media/ Pop-up window
– Phone
– Mail
• Surveys and comment cards
– Face to face
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Focus Groups
• Provides detailed and nuanced feedback
• Good method for gaining a better understanding
– Attitudes
– Opinions
– Perceptions
– Assumptions
• Pitfalls of focus groups
– Group dynamics
– Sensitivity and confidentiality
– Moderator bias
– Question design
8 **Credit to Erin Moyer**

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Construction
• Tips on question construction
– Avoid two questions in one
– Give an option to opt-out of a question
– Avoid leading questions – don’t influence the
response…just ask the question
– Avoid jargon…don’t assume they know what
you are talking about
– Its not a test…don’t test their intelligence –
just ask the question
– Keep it honest
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Sample Great Questions
• Of all of the philanthropies you could
support, why do you support us?
• How did you first find out about us?
• What are you most interested in about our
organization?
• Tell me about your fondest memory
concerning…
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Sample Great Questions
• Of all of the philanthropies you could
support, why do you support us?
• How did you first find out about us?
• What are you most interested in about our
organization?
• Tell me about your fondest memory
concerning…
• OUR SURVEY

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Your Questions= Their Stories
• Stories are NOT about you.
• Don’t let them bore
• Stir emotions
• Don’t tell, show
• Clear and truthful
• Example=UP!
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Stories
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Stories
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Calculating the Value* of a Donor
• Giving
– Level
– Consecutive
– Potential
• Engagement
– Event Attendance
– Volunteerism
– Influence

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Lifetime Value
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Solutions for Prioritization
• Lifetime Value
• Engagement Score
• Leadership or Campaign Priority
• Planned Giving

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Thank You!
Lynne M. Wester
wester@yu.edu
@donorguru
www.donorrelationsguru.com
Please complete the online session evaluation form
Session ID 1281
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