As the calendar turns, nonprofit marketers everywhere are (hopefully) taking a much-needed break and reflecting on their end-of-year fundraising campaigns.

Campaign analysis is a crucial step where you can unlock insights that not only measure your success but also illuminate the path forward for your next campaign. So, let's dig into the metrics that matter, guided by real campaign data from 2024.

Core Metrics to Track

1. Overall Campaign Performance

First things first: let's get a high-level view of your campaign's achievements. These overarching metrics provide a snapshot of your campaign's impact and effectiveness, helping you to celebrate wins and spotlight areas for growth. 

Key metrics to track:

• Total revenue raised
• Number of gifts received
• Average gift amount
• Total emails sent
• Number of unique donors
• Campaign conversion rate
• Campaign revenue by source (email, social, offline, paid, corporate partnerships, etc.)

2. Email Engagement Metrics

Email is your trusty sidekick for end-of-year fundraising. These metrics are your compass, guiding you to understand how well your emails are resonating. Our 2024 analysis showed that the final three days of December were a veritable goldmine for engagement.

Key email metrics include:

• Average open rate 
• Average click-through rate 
• Conversion rate per email 
• Unsubscribe rate
• Bounce rate

2. Segment Performance

Segmentation is your secret weapon. By understanding how different groups of donors respond, you can tailor your approach and deepen your connections.

Different segments to analyze:

• Current donors (typically show highest engagement)
• Non-donors (largest potential for growth)
• Lapsed donors (opportunity for reactivation)
• Recurring donors (highest loyalty)
• Giving Tuesday donors (strong year-end potential)

For example, in one client’s 2024 campaign:

• Current donors averaged $69.56 per gift
• Recurring donors showed a 24.22% open rate
• Lapsed donors made a strong contribution

4. Timing Analysis

The clock is ticking—and timing is everything. Understanding when your donors are most likely to give can inform your strategy and maximize impact. Our 2024 data painted a clear picture: a robust early December (Giving Tuesday), a calm mid-month, and a dramatic surge in the final three days.

Key timing elements to track:

• Peak giving days (December 31 was highest in 2024)
• Response time after email sends
• Performance by week
• Last 3 days of year performance (often 30-40% of total giving)

Tips for Analysis

Data is more than numbers—it's a narrative. Embrace these storytelling elements to refine your future campaigns.

1. Compare Year-Over-Year Annual comparisons reveal trends and help set realistic goals. Track not just totals but patterns in timing and segment performance.
2. Segment Analysis Explore segment performance to understand your donors better. Look for opportunities to move donors between segments (e.g., converting one-time donors to recurring).
3. Testing Impact Document your testing strategy and results. Even small improvements in email performance can have significant revenue impact.
4. Revenue Patterns Analyze giving patterns to optimize future campaign timing and messaging strategies.

By harnessing these metrics and insights, you can craft a data-driven strategy that not only measures success but also propels your mission forward. Remember, these metrics are part of a larger mosaic that includes your organization's unique circumstances and donor relationships. Use this data to inform your strategy, keeping your mission and goals front and center.

By regularly tracking and analyzing these metrics, you'll be better positioned to:

• Understand your donors' giving patterns
• Optimize campaign timing and messaging
• Set realistic goals based on historical data
• Make data-driven decisions about resource allocation
• Improve donor engagement and retention

Your end-of-year campaign isn't just a financial endeavor—it's a chance to strengthen bonds and inspire generosity. Leverage these insights to ensure your efforts are impactful, strategic, and, most importantly, aligned with your mission of change.

About KB Digital

KB Digital is a Nonprofit Email Marketing Consultancy that empowers nonprofits to amplify their impact through strategic email and SMS marketing.

About the Author

Katelyn Baughan is a nonprofit email consultant who helps organizations harness email marketing to fuel fundraising success. With a proven track record managing multi-million-dollar campaigns for clients like National Geographic, The Trevor Project, and UNHCR, Katelyn brings expertise and passion to every project.

Founder of KB Digital since 2018, Katelyn blends strategic insight with certifications in email marketing, Google Analytics, and digital fundraising. Her mission is simple: empower nonprofits to maximize impact through data-driven email strategies, all while enjoying more time with her family.