Which Fundraising Analytics Tools Are Right For Your Organisation?

Data-driven decisions begin with asking the right questions and end with an analysis that is thorough, reliable and of immediate use to your organisation.

Our analysts are fully integrated members of our fundraising consulting team, so the analytical tools we use and the reports we produce are exceptionally relevant to your distinct fundraising environment. We have been performing analytics for more than a decade, allowing us to examine the efficacy of our work over time to ensure that each of our services is producing the desired result.

Our team comprises experts who have experience working with organisations of all sizes and across all sectors. And with dedicated research and development specialists, they are continually innovating new solutions to meet our clients’ evolving needs.


Understand Your Organisation’s Position Relative To Your Peers

Comparing your programme’s fundraising metrics with the performance of other institutions will help identify fundraising strengths, weaknesses, and opportunities. Our analysts facilitate conversations with you about what may or may not be driving differences, and build recommendations for areas and programmes at your institution that require attention.

Capacity Analysis

The Capacity Analysis

Marts & Lundy’s Capacity Analysis quantifies your institution’s fundraising potential, suggests appropriate ranges for campaign goals, calculates the number of prospects required at each gift band, and outlines the staffing required for success.

The Capacity Analysis Proves Accurate

In 2017, we studied 38 clients for whom we completed a capacity analysis and whose campaigns had ended. We found that, in fact, the Capacity Analysis is predicting campaign ranges that track closely with clients’ campaign performance. Read our briefing here.

Mid-and Post-Campaign Capacity Analyses

To enhance the strategies developed from the Campaign Capacity Analysis, Marts & Lundy offers both mid-campaign and post-campaign reviews. The Mid-Campaign Capacity Analysis ensures that institutions remain on course or suggests ways that it must adjust strategies based on remaining potential. The Post-Campaign Capacity Analysis examines whether the intended strategy worked to its fullest and whether your institution was able to maintain its projected productivity throughout the campaign, providing important baseline information as you plan for your next major drive.

Prospect To Donor

Prospect to Donor Studies

Few analytical tools are more valuable than those that identify which of your current prospects present themselves as having the greatest potential to become major donors. We offer two approaches that allow for a tailored analysis of your donors’ potential:

Non-Donor to Major Donor Assessments

Through a detailed analysis of the giving behaviour, historical engagement patterns and demographic characteristics of your institution’s top donors, we can build custom models that clarify the types of individual with whom you are most successful. The Non-Donor to Major Donor Assessment can be customised to address major gift or annual fund donors and prospects.

A rich understanding of your historic successes, along with individual prospect-level data that can be integrated into your database, allows you to develop long-term strategies for converting prospects to donors and for increasing gift levels.

Member to Donor Assessment

The Member to Donor assessment is specifically designed to evaluate your institution’s ability to transition members to annual fund and ultimately major gift donors. By leveraging the data that you already carry in your organisation’s member and donor databases, Marts & Lundy will identify the attributes and behaviours most likely to convert members from transactional to philanthropic relationships with your institution.

Individual prospect-level data can then be integrated into your database and used to implement the recommended segmentation, communication and prospect management strategies that will convert members to more significant gifts.

Online Surveys

Online Attitudinal Surveys

The world of market research has been transformed by the ability of online surveys to reach key market segments quickly and at very low cost.

External Surveys

Online external surveys are efficient and effective ways to:

  • Qualify existing prospects
  • Identify new prospects
  • Test your institution’s strategy and campaign priorities
  • Identify roadblocks to fundraising

Additionally, online external surveys can be a powerful way to engage your target groups and enrich cultivation.

We custom-design surveys to meet your institution’s needs, deploy the surveys, manage technical issues during deployment and analyse the results in conjunction with historical giving, engagement and demographic data from your master file. The surveys can be designed for all of your constituents or for segments, such as top prospects, major reunion-year alumni or organisation members.

We will provide you with a database including all responses and a written summary and analysis of results.

Internal Surveys

Confidential, third-party surveys of staff will help you gauge morale and measure the effectiveness of internal communications and processes. The arms-length nature of online internal surveys leads to frank input that can be vital as you build and manage a successful fundraising team.