But Are We Making Progress? Establishing and Using KPIs

Fundraising is about more than this year’s bottom line. After all, you are powering the health of your organization for years to come, and that means stewarding relationships, balancing acquisition with retention, developing your donors into evangelists for your cause, and more. But neither you, your c-suite, or your board can look at all your metrics—retention, value, inception source, cross-channel behavior, page visits, social sharing, etc.—every month.

This session will help you establish the Key Performance Indicators to use to increase cooperation across departments, and confidently assess your organization’s progress towards your goals.

Learning Objectives

  • What is a KPI? What makes a good KPI? What is the purpose of KPIs?
  • How to establish digital fundraising KPIs
  • How to use KPIs to build consensus across marketing and fundraising departments


Anna Rhodes
Chapman Cubine and Hussey
Deputy Director, Analytical Department
I began my career managing a Raiser's Edge CRM. I then spent over 10 years as a data-focused direct marketer. Through the PBS network, I was able to gain experience with organizations ranging in size from budgets of under $1 million to over $40 million. About 2 years ago, I took my data obsession to a purely analytics role. I am now the Deputy Director of Analytics at CCAH where I spend my days digging through the data of our clients to find those nuggets of information that will help a program thrive.

Zach Riddle
Greenpeace USA
Senior Monthly Giving Specialist
Zach Riddle is the Senior Monthly Giving Specialist at Greenpeace, where he has worked for 11 years in a number of roles related to the stewardship, retention, upgrade, acquisition and reactivation of monthly donors.

Brenna Holmes
Chapman Cubine and Hussey
VP of Digital
CCAH is an award winning multichannel direct response firm specializing in nonprofit fundraising. Brenna leads the Interactive Department and has an extensive background in cross-channel marketing and advocacy integration. Her specialty is integrating traditional direct marketing with the social web and search to maximize supporter engagement and organizational loyalty. She oversees CCAH’s growing digital team, manages the company website, Industry Voices blog and social media accounts ( & @ccahdirect). Since joining CCAH’s Interactive department, three years ago, she’s mapped the online advocacy and fundraising strategy for diverse clients such as the CSPF, PFAW, EDF, Sierra Club, City of Hope, The Trust for Public Land, AAUW and others. She serves as the senior online advisor for her clients, focusing on the development of innovative and successful cross-department digital media campaigns by applying cutting edge Web 2.0 techniques and integrating channels to change clicks into offline actions. At pervious firms, she worked in digital brand management and public relations and on several successful PURL campaigns for fundraising, advocacy, and GOTV efforts. She has two master’s degrees from top five programs at Syracuse University; the S.I. Newhouse School of Public Communications in public relations and the Maxwell School in public administration.