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20NTC Session Proposal

Inconceivable: That Metric Does Not Mean What You Think It Means

Submitted by: Kirk Schmidt NTEN Member badge | STARS


Do you ever get the feeling that your development metrics aren’t helping you make smarter decisions? Is your board insisting on looking at the same numbers they have since the Stone Age? Ready for an epic adventure behind the numbers? In this session, take a fresh look at fundraising metrics. Learn what they’re really telling us, and discuss their flaws, fallacies, vulnerabilities, and strengths. Our journey will take us from what we use, discovering what we really want to know, and exploring how to get that information and take appropriate data-driven action on that next large campaign.

Learning Outcomes

  • Apply a toolset to review metrics at your own organization to see if they are matching your needs
  • Recognize data that may be problematic for some metrics and how to deal with
  • Integrate better analytics into your organization's reporting




Kirk Schmidt

Director, Foundation Analytics, Systems & Operations


At the intersection of nonprofits and mathematics, Kirk is sitting there, probably playing random board games or running a session of D&D.

Prior to joining STARS, Kirk spent the previous eight years consulting nonprofits throughout Canada and the United States on fundraising data, the underlying systems, analytics, and business process. In his current role, he is responsible for the fundraising systems, donations processing, direct mail, metrics and analytics.

Wes Moon

Co-Founder and COO


Wes launched his not-for-profit career by accident at one of Canada’s most prestigious fundraising organization, the University of Toronto. While at UofT he helped build the process, operations and tools that fundraisers needed to be successful with data backed decision making. Driven to innovate, Wes’s worked with some of the leading Canadian charities before joining Blackbaud, the de facto not-for-profit sector technology provider where he lead the Canadian team. It was there that Wes saw a gap in the market and built Wisely, an AI powered fundraiser acceleration tool.

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March 14, 2019


3:00pm – 4:15pm



CFRE Credits

Approved - 1.25

Collaborative Notes

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Session Evaluation

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