Is Your Quality Data 3,008 or So 2000 and Late?
April 14, 2023
Kevin Schulman, Founder, DonorVoice and DVCanvass
The Black-Eyed Peas may not be in my most played list but hey, a catchy, memorable lyric is a catchy, memorable lyric. Retention data is the rearview mirror view on quality, it’s 2000 and late.
It’s a lagging indicator of quality. You don’t need more donors, you need more donors who stick around. But if all you have is a lagging indicator as your quality lens it can take a really long and expensive time to trying to and fix it.
You need a forward looking, 3008 leading indicator. Want to learn more? Join our learning session on Creating Quality Donors From Scratch.
This is real data.
The top two bars on the left are digital retention broken out by campaign/issue. This charity should have been running the Death Penalty campaign a heck of a lot more than Child Rights. And, it should be intervening or doing something different from those Child Rights donors.
The bottom two blue bars (on left) are two telefundraisers. They make the same money because they are paid commission (on top of base pay) based on number of sign-ups and they do equally well on Quantity. But, Fundraiser F is aptly named if we care about the charity’s return on investment.
Intervention is required to adjust F’s pitch, delivery etc.
But, if you have to wait a year to find these problems in the 2000 and Late metrics and then another year to see if your fixes worked you may as well give yourself a black eye, it’ll distract from the fundraising pain.
But, there is another way. A 3008 approach. The data on the right is real too. In fact, it’s real-time. A Quality Score that is multifaceted and forward looking. You can know that you should shift your digital spend to the Death Penalty campaign in the first week, not the 52nd. And you can know that Fundraiser F is headed for a failing grade in Week 1, not after you already paid him for a full year to lose you money.
And perhaps most importantly, the TrueQuality Score can be deconstructed into its “parts” to provide detailed, easy-to-understand diagnostics on not just where and what to fix but how. For example, you can know that the Child Rights campaign needs to provide more details on the impact to increase retention. And you’d know that the Fundraiser F can have a passing grade by pumping the brakes on the overly aggressive close, shave a few sign-ups (Quantity) off the board and go from negative to positive ROI.
Don’t miss out, register now. Join our learning session on Creating Quality Donors From Scratch.