A Better Measure of Fundraising Success

Research Report

A Better Measure of Fundraising Success

Abstract

The Center on Nonprofits and Philanthropy at the Urban Institute and the Association of Fundraising Professionals established the Fundraising Effectiveness Project (FEP) to conduct research on fundraising effectiveness (maximizing growth), and help nonprofit organizations increase their fundraising results. The basic FEP concept is that overall growth in giving from one year to the next is the net of gains minus losses, and can be increased most effectively by reducing losses. Piloted in November 2006, FEP collects and publishes annual fundraising data from nonprofit organizations enabling them to measure and compare their fundraising gains and losses to those of similar organizations. This article describes Growth-in-Giving (GiG) reportsa simple, reader-friendly format that provides a picture of fundraising gains and losses. The article illustrates scenarios that support growth-oriented fundraising strategies

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