What’s Your Yield Ratio?

In fundraising, it is vitally important to measure your yield ratio*, meaning the number of positive results you get divided by the number of asks you are putting out. 

Another way to think of this is your return on investment (ROI) of time and effort.  How many times did you need to ask to obtain 20 affirmative results last year?

Your 2020 results are probably thinning out, due in part to economic restraints beyond our control. That's OK. Don't panic.

It may be helpful to think about growing flowers. How many seeds are routinely planted to grow a healthy patch in a regular year? Now, what if things get a little rocky? During long periods of inclement weather, invasive insects, or hungry seed-seeking birds, you would have to plant more seeds, and provide extra care to your crop, in order to net the same results.

I am asking you to consider your audiences now. In the midst of this pandemic, how many times must you ask to get 20 results? Has the required effort increased? Might you need to plant more seeds?

What if you’re not sure? Digital engagement is a highly effective and efficient approach to increasing your reach. See if you can move in the direction of doubling the numbers of people to ask, by considering all the opportunities to engage your audiences via your website, blog, email, and social media. Oh, and please don't forget about the good old phone machine.

You can use that machine to call me for help, too.

*Ratio = # of positive results/# of asks

#database #donors #conversion #yield #fundraising #planning