Which Fundraising Analytics Tools Are Right for Your Organization?

Data-driven decisions begin with asking the right questions and end with an analysis that is thorough, reliable and of immediate use to your organization.

At Marts & Lundy, our analysts are fully integrated members of our fundraising consulting team, so the analytical tools we use and the reports we produce are exceptionally relevant to your distinct fundraising environment. And because we have been performing analytics for more than a decade, we can examine the efficacy of our work over time, ensuring that each of our services is producing the desired result.

Benchmarking

Understand Your Organization’s Position Relative To Your Peers

Comparing your program’s fundraising metrics with the performance of other institutions will help identify fundraising strengths, weaknesses, and opportunities. Marts & Lundy taps historic, empirical data from leading national fundraising benchmark databases, often collecting more specific information through online and telephone surveys. Our analysts normalize fundraising metrics to ensure comparability, lead conversations about what may or may not be driving differences, and build recommendations for areas and programs at your institution that require attention.

Capacity Analysis

Campaign Capacity Analysis

Marts & Lundy’s Campaign Capacity Analysis quantifies your institution’s fundraising potential, suggests appropriate ranges for campaign goals, calculates the number of prospects required at each gift band, and outlines the manpower required for success.

By reviewing your institution’s wealth screening information and/or by building custom predictive models, Marts & Lundy’s analysts examine each prospect’s financial capacity and inclination to give to your institution, pulling the data together in a data-driven model that quantifies your institution’s major gifts fundraising potential.  After adding baseline gift (non-campaign) projections to your major gifts potential, the Capacity Analysis’ first step is to project realistic ranges for your next comprehensive campaign. Two final steps calculate whether you have the prospects, staff, and volunteers to achieve your campaign dollar goal.

The Capacity Analysis Proves Accurate

In 2015, we studied 18 clients for whom we completed a capacity analysis and whose campaigns had ended. We found that, in fact, the Capacity Analysis is predicting campaign ranges that track closely with clients’ campaign performance. Read our briefing here.

Mid-and Post-Campaign Capacity Analyses

To enhance the strategies developed from the Campaign Capacity Analysis, Marts & Lundy offers both mid-campaign and post-campaign reviews. The Mid-Campaign Capacity Analysis ensures that institutions remain on course or suggests ways that it must adjust strategies based on remaining potential. The Post-Campaign Capacity Analysis examines whether the intended strategy worked to its fullest and whether your institution was able to maintain its projected productivity throughout the campaign, providing important baseline information as you plan for your next major drive.

Annual Giving Capacity Analysis

Marts & Lundy’s Annual Giving Capacity Analysis is similar to the Campaign Capacity Analysis yet is adjusted to reflect the annual giving potential of your prospective donors at all levels. By analyzing your institution’s annual fund history and by reviewing the current giving potential of your constituents (typically by reviewing wealth screening ratings or by building custom predictive models), Marts & Lundy projects annual giving results over a ten- to twenty-year period, comparing what they are likely to be if your institution continues its current tactics versus what they could be if your institution changes to improve rates of return. In addition, the Annual Giving Capacity Analysis makes recommendations about the staff and strategic resources required to improve your annual fund.

Planned Giving Capacity Analysis

Marts & Lundy has responded to the requests of its clients by developing an innovative Planned Giving Capacity Analysis. The Planned Giving Capacity Analysis reviews your institution’s planned giving history, examines its potential for the future by reviewing your age, ratings, and wealth screening information, and projects  what your program can produce in the future if no significant changes are made as compared with what your program could achieve with more effective strategies. In the context of a comprehensive campaign, the Planned Giving Capacity Analysis suggests the role planned gifts may play and identifies the prospect segments that may be most conducive to blended gifts.

Return on Investment
Analysis

We Calculate the True Costs Of Fundraising And Find Correlations Between Your Investments And Productivity

Development return on investment (ROI) and cost analysis studies will help you determine how to best invest in fundraising. To ensure that fundraising benchmarks among institutions are genuinely “apples-to-apples,” Marts & Lundy has developed a meticulous process that collects investment information (such as staffing and budgets) in a functional manner and that measures fundraising productivity relative to an institution’s potential. The outcomes are forward-looking ROI measures that can guide you through difficult resource decisions.

Constituent To
Donor Studies

Non-Donor to Major Donor Assessments

Through a detailed analysis of the giving behavior, historical engagement patterns and demographic characteristics of your institution’s top donors, Marts & Lundy will build custom models that clarify the types of individuals with whom you are most successful. The Non-Donor to Major Donor Assessment can be customized to address major gift or annual fund donors and prospects. A rich understanding of your historic successes, along with constituent-level data that can be integrated into your database, allows you, with Marts & Lundy’s assistance, to develop long-term strategies for converting prospects to donors and for increasing gift levels.

Member to Donor Assessment

The Member to Donor assessment is specifically designed to evaluate your institution’s ability to transition members to annual fund and ultimately major gift donors. By leveraging the data that you already carry in your organization’s member and donor databases, Marts & Lundy will identify constituent attributes and behaviors that are most likely to convert members from transactional to philanthropic relationships with your institution. Constituent-level data can then be integrated into your database and used for the implementation of recommended segmentation, communication and prospect management strategies that will convert members to more significant gifts, at your specified membership and giving levels.

Online Attitudinal
Survey

External Constituent Survey

Online constituent surveys are an efficient and effective way to qualify prospects, identify new ones, test your institution’s strategy and campaign priorities, and identify roadblocks to fundraising. Additionally, these online surveys are a powerful way to engage constituents and enrich cultivation. Marts & Lundy analysts custom-design surveys to meet your institution’s needs, deploy the surveys, manage technical issues during deployment, and analyze the results in conjunction with historical giving, engagement and demographic data from your master file. The surveys can be designed for all of your constituents or for segments, such as top prospects or major reunion-year alumni. Marts & Lundy will provide you with a database including all responses and a written summary and analysis of results.

Internal Staff Survey

Confidential, third-party surveys of staff will help you gauge morale and measure the effectiveness of internal communications and processes. The arms-length nature of internal online surveys leads to frank input that can be vital to senior managers as they build a successful fundraising team.

The arms-length nature of internal online surveys leads to frank input that can be vital to senior managers as they build a successful fundraising team.