Benchmarking Fundraising (Part 4 of a series)
By Tom Wilson Major Gifts Guru
I previously reported on a presentation by Gary Hubbell at the CASE VIII conference in Seattle. In cleaning off my desk I found his handout with some scribbles that I finally deciphered enough to complete this benchmarking series.
I also need to credit Elmhurst College president emeritus, Bryant Cureton, who co-presented with Mr. Hubbell. It was fascinating to hear from this wise college president how benchmarking was important to him. Of course he wanted to know how fundraising was going at the college – performance benchmarking. When asked what he really focused on he noted he wanted to know overall results, how much it cost to raise a dollar (CTRD), and alumni giving. He noted that he was passionate about alumni participation so that’s what he wanted tracked and compared to other institutions in their peer group.
Other items from Gary Hubbell:
- CTRD – cost to raise a dollar; the vice president, president, and board members want to know this number (the rest of the fundraising staff, not so much)
- ROI – return on investment; when we invest a dollar in fundraising what is the return?
- KRI – key performance indicators; more common as major gift officers are assigned a benchmarked number of prospects with a written cultivation plan; how many proposals have been presented to donors; the secured gifts rate, average production for a major gift officer
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