Welcome to the Fundraising Effectiveness Project!


You can download past Fundraising Effectiveness Project reports on fundraising and donor retention.

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Check out these free downloadable growth in giving measurement tools from the Fundraising Effectiveness Project (FEP).

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Browse more free nonprofit resources from FEP, AFP and other trusted partners.

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Who We Are

The lead sponsors of the Fundraising Effectiveness Project are the Association of Fundraising Professionals (AFP) and the Center on Nonprofits and Philanthropy at the Urban Institute.

What We Do

The goal of the Fundraising Effectiveness Project (FEP) is to help nonprofit organizations increase giving at a faster pace. FEP pursues this goal by providing nonprofits with tools for tracking and evaluating their annual growth in giving. Growth in giving is the net of gains in giving minus losses in giving. Nonprofits raise more money by investing more money in growth-oriented fundraising strategies that both increase gains and reduce losses. The FEP is focused on “effectiveness” (maximizing growth in giving) rather than “efficiency” (minimizing costs). FEP conducts an annual survey, provides useful growth in giving performance measurement tools and publishes gain(loss) statistics in a yearly report through a partnership between AFP, The Urban Institute and participating donor software firms. The FEP resources support growth-oriented fundraising programs.

The goal of the Growth in Giving Initiative (GiG) is to help grow philanthropy’s share of the GDP. The GiG Initiative has emerged as a larger umbrella organization in conjunction with the creation of the new Growth in Giving Database and its enormous potential for research. We currently have more than 6,000 nonprofit organizations participating in this important effort.