Appeal Performance Report

The Appeal Performance report provides information about the effectiveness of your appeals. You can choose to view information about a single appeal or multiple appeals. You can filter the appeals and revenue information included in the report by various criteria, such as the appeal’s category or the date of the revenue transactions.

The report handles revenue as follows:

  • The Appeal Performance Report includes recurring gift revenue. The revenue counts toward the appeal on the recurring gift payment, not the appeal on the recurring gift because only the payments are counted.

  • Pledges count towards the total raised, but pledge installment payments count towards the total received.

  • Matching gift claims are counted towards the total raised. Matching gift claim payments are counted towards the total received.

You can also select to organize the results by the associated designations or the revenue generated by each mailing. You can select whether to view cost information about the appeals or generate charts to represent the comparison of multiple appeals.

  1. From Marketing and Communications, click Appeal performance under Reports

  2. Under Appeal filters, choose which appeals to include.

  3. To run the report for a specific time frame, under Revenue filters, enter a start and end date.

  4. Under Display options, choose how to break down and display the info.

    • To view the performance of each designation associated with an appeal, select Break down by designation.

    • To view the performance of each mailing associated with an appeal, including the total received, the response rate, and average gift amount for each mailing, select Break down revenue by mailing.

    • To view a summary of the total cost of the selected appeals, select Display appeal cost. You can view highlights of positive performance and potentially negative performance of the selected appeals with revenue transactions, such as based on return on investment (ROI). You can also view a detailed breakdown of the cost performance of each appeal with revenue transactions, including the number of mailings, total raised, cost, and profit.

    • To view graphs that represent the total raised toward the goal, average gift amount, and response rate of each appeal, select Display charts.

      Note: If you select both Display charts and Display appeal cost, the report provides graphs to represent info such as the ROI percentage and total raised compared to total cost of each appeal with revenue transactions. With these graphs, you can quickly compare the effectiveness of multiple appeals.

  5. Select View report.

Tip: To compare the effectiveness of only two appeals, you can also use the Appeal Period Comparison Report. For more information, see Appeal Period Comparison Report.