The AFP Fundraising Effectiveness Project (FEP) has made significant progress since inception in 2006 to define performance criteria for measurement of nonprofit fundraising results. The Growth in Giving Initiative (GIG) was added in 2012 to track several years of results for multi-year analysis of donor acquisition, retention, upgrading and other fundraising metrics and statistics within a variety of giving levels.
Because a variety of specific categories exist to identify differing donor actions, such as acquisition, retention, upgrades, etc., these categories are used throughout FEP and GIG reports. The FEP Glossary of Terms has been prepared to ensure clarity in nomenclature, consistency, and broad usage.
This new FEP Glossary of Terms is now being released as a “Exposure Draft” (January 22, 2016) for public comment, after which it will be added as an Appendix to AFP FEP and GIG reports and to The AFP Fundraising Dictionary Online.
If you wish to offer comments and suggestions on the terms and their definitions in the FEP Glossary of Terms, please do so on or before April 12 to Cathlene Williams, AFP Coordinator to the AFP Fundraising Effectiveness Project, at: Cathlenewilliams@cox.net
The FEP Glossary of Terms is divided into four sections in order to correspond directly to the metrics included in FEP and GIG reports that define the analytics used and performance formula described:
- Group A: Terms Relating to Donor Retention Strategy
- Group B-1: Terms for Donor Retention Rates
- Group B-2: Formulas for Donor Retention Rates
- Group C: Terms Relating to FEP Gain/Loss Reports
A few examples of FEP Glossary terms illustrate the separate measurement categories and the formulas used:
- Group A: donor acquisition, the process of identifying and acquiring new donors. AFP Fundraising Dictionary (2002); and
- Group A: donor upgrade, the activity by which a donor increases his or her level of giving. AFP Fundraising Dictionary (2002)
- Group B-1: includes a variety of comparative analysis terms, such as new donor acquisition rate, new donor retention rate, repeat donor retention rate, etc., along with the mathematic formula for each in Group B-2.
- Group C: captures a variety of terms for gain/loss measurement, including: lapsed donors, recaptured donors, repeat donors, same donors, downgraded donors, and more.
The AFP Fundraising Effectiveness Project and its related reporting units (see “Reports” section of this FEP website), Fundraising Fitness Test (in the “Tools” section) and the overall Growth in Giving Initiative are designed to aid nonprofit organizations and their fundraising staff to better understand their own performance and, armed with adequate details on donor retention performance, to increase their results.