Did You Know?: Reports of all Shapes and Sizes
Have you seen the Available Reports search feature in the Reports tab? With over 100 reports for most clients, this search feature can be very helpful!
You can search all reports by category or report name. Note: Wildcards are defaulted.
One popular report is the Donor File Key Health Statistics report. ROI Account Directors love to include this report in the Quarterly Business Reviews with clients because it’s a powerful snapshot of your entire file in a single report.
There are some basic report parameters including Account Level, Year Type, Year and the number of months to include within the year. You also have the ability to select accounts based on HPC under a specified amount.
You can further refine the report based on Fund Allocation, Promotion code and Account Classification, so if you only want to look at Direct Response data, you can exclude all other promotions.
The report shows key metrics across six donor categories:
- New Donors
- First Year Renewals
- Multi Year Renewals
- Lapsed Renewals (13 – 24 Months)
- Inactive Renewals (25+ Months)
- Total (Your entire file)
Keeping an eye on your New Donor category shows growth or declines in your acquisition program. First year renewals are a critical area of focus for most clients because that first-year renewal significantly increases the lifetime value of a new donor. Multi-year renewals are your most loyal donors, so any growth or decline in this area is warrants a closer review. Lapsed and Inactive renewals are another area where clients are often able to reactivate donors to grow the file. These are the categories targeted by the ROI MiLo Reinstatement Model. The Total shows the performance of your entire file.
The Metrics show percent change over the full four-year span of the report as well as over the prior year.
There are always explanations for the performance in each of these donor categories. Seeing the performance in a comprehensive snapshot helps clients focus on the areas that require deeper review.
ROI recommends scheduling this report at least monthly as a way to keep an eye on the key metrics of your file.
If you have any questions about running or scheduling this or other reports, please contact your Account Director.