The Appeal Mailing Performance report provides information about the effectiveness of your activated appeal mailings. When you generate the report, you can select to view information about a single mailing or multiple mailings.You can select whether to view cost information about the mailings or generate charts to represent the comparison of multiple mailings. To access the Appeal Mailing Performance report from the record of an appeal mailing, click Appeal mailing performance under Reports. To run the report, select the appeal mailings to include in the report and the information to generate and click View Report.
Under Revenue summary, the report displays the selected mailings that have the highest and lowest response rates and average gifts. Under Revenue detail, the report provides a detailed breakdown of the performance of each mailing, including the total revenue raised, total number solicited, total number of donors and payments, response rate, and average donation amount.
If you select Include cost information, the report displays which of the selected mailings have the highest and lowest return on investment (ROI). Under Cost summary, the report provides the cost performance of the mailings, including the total raised, cost, profit, and budget remaining. Under Cost detail, the report provides a detailed breakdown of the cost performance of each mailing, including the total revenue raised, cost, profit, and budget remaining.
If you select Include charts, the report provides graphs to represent the total raised, average gift amount, and response rate of each mailing. If you select both Include cost information and Include charts, the report provides graphs to represent the ROI percentage and total raised compared to total cost of each mailing. With these graphs, you can quickly compare the effectiveness of multiple mailings.
You can print the report or export it in several different formats.