Evaluating the campaign
Step 3) During and after: analyse the results and thank the donors
Activity 1. Evaluation and control
Your campaign plan must include the tools to monitor its progress.
During the campaign, you must be able not only to assess the level of achievement of the goal, but also the effectiveness of the actions you have devised with respect to the target donors.
Check your fundraising plan and make sure it includes the proper tools to monitor the campaign:
performance metrics (associated with money, donors, time and activity: distribution of donations day by day, progressive donations, gender of donors, action-reaction correlation, etc.).
financial analysis to calculate average gift size; response rates; net income; average cost per donor; cost of fundraising; return on investment; payback period; lifetime return on investment.
Once you have completed your evaluation and control tools, compare them to the data table created for The Great Absent project.
Annex 5: The Great Absent’s donations analysis
[Annex to be completed -> TO DO: the excel with data has to be translated in English]
Activity 2. Thank the donors
The narrative of the campaign must accompany donors until the end: for this, you must foresee from the beginning the contents, channels and the budget that you will use to let donors know that the campaign has been successful and to thank them for their contribution.
Check your storytelling plan to make sure it includes the proper tools to bring the campaign back to the public:
documentation of the intervention financed thanks to the campaign
rewards for supporters
digital tools for large-scale dissemination of results
Once you have defined the final version of your campaign, take a look at the brochure that tells the story of The Great Absent and review the contents and actions of a successful fundraising project!
Annex 6: The Great Absent’s brochure
[Annex to be completed: english translation]
The best way to continue practicing your digital fundraising and storytelling skills is to study success stories. Identify campaigns or audience engagement interventions that affect you and analyze for each of them:
The channels: which channels were used and how?
The contents: how does the campaign “speak”? What is the emotional hook it uses to engage the audience?
Targets: who is the campaign aimed at and how does it differentiate channels and language according to the different targets?
The feedback: how does the campaign reward and thank donors?
Here you can find a selection of European storytelling & fundraising case studies: