Measuring is important. You know the old saying: “What gets measured gets done.”
But in fundraising, we focus too much on money. Fundraising isn’t just about money. Actually, fundraising isn’t as much about money as it is about the hopes and dreams and aspirations of our donors. Keep that in mind – or you’ll lose donors.
So what we measure in fundraising (and, of course, in anything else we do), is vitally important. Don’t just decide what to measure. Explore. Have conversations. Then decide.
Check out this good article on measures – from the Nonprofit Quarterly. Read Jim Collins’ monograph Good to Great and the Social Sector. Read about relationship measures in Keep Your Donors. Read my handout about fundraising measures on my website: Visit the Learning Center. Click on Free Download Library and check the Fund Development Section, planning and managing.
