From donor retention to event attendance, key performance indicators (KPIs) reveal what really drives fundraising success. Learn which metrics to track and how to turn insights into meaningful actions.

When it comes to raising non-dues revenue for associations, a strong data-backed strategy can mean the difference between consistent growth and disappointing stagnation. Yet many fundraisers still operate without a clear understanding of which metrics truly reflect their performance.

Key performance indicators (KPIs) provide a framework for measuring the health of your fundraising efforts. By tracking the right ones, associations can pinpoint areas for improvement, forecast with confidence, and make better tactical decisions. Whether you're new to data-driven fundraising or looking to refine your current efforts, this article will highlight let’s discover the most impactful fundraising KPIs for associations—and provide practical and tips for tracking them effectively.

KPI Glossary for Association Fundraising

Donor Retention Rate
What it is: The percentage of donors who give again in a subsequent year. As of 2024, the average donor retention rate hovers around 43%.
Why it's important: A high donor retention rate indicates strong relationships and loyalty. Improving this metric can significantly reduce the cost of acquiring new donors and increase long-term revenue.

Average Gift Size
What it is: An association’s total fundraised revenue divided by the number of gifts received during a specific time period.
Why it's important: Understanding average gift size helps associations tailor asks and identify opportunities to upgrade donors. Changes in this metric can also reflect shifts in donor engagement or economic conditions.

Cost Per Dollar Raised
What it is: The total fundraising costs divided by the total revenue generated.
Why it's important: This metric reveals how efficiently your organization is using its resources to raise funds. A lower cost per dollar raised typically signals efficient fundraising tactics and a high return on your investment (ROI).

Conversion Rates
What it is: The percentage of individuals who take a desired action (e.g., donate, register to volunteer, or attend an event) after engaging with an outreach campaign.
Why it's important: High conversion rates indicate compelling storytelling and accurate audience targeting. Analyzing this KPI helps associations refine their marketing efforts and write copy that resonates with supporters.

Donor Lifetime Value (LTV)
What it is: The projected total giving from a donor over the lifetime of their relationship with your organization.
Why it's important: LTV highlights the long-term value of donor relationships. Prioritizing high-LTV donors can help associations allocate resources to target the most valuable supporters.

Donation Frequency
What it is: How often a donor gives within a specific timeframe (e.g., monthly, quarterly, annually).
Why it's important: Frequent donations provide stable, predictable revenue. This metric also informs the design of recurring giving programs and mid-year appeals.

Pledge Fulfillment Rate
What it is: The percentage of pledged contributions that are ultimately received.
Why it's important: This KPI affects cash flow and planning. A low fulfillment rate may signal issues in follow-up or donor commitment.

Event Attendance
What it is: The number of attendees and their level of engagement at fundraising events.
Why it's important: High participation rates often correlate with successful events and strong supporter interest. This metric helps associations fine-tune their fundraising event strategy and resource allocation.

Best Practices for Gathering and Analyzing KPI Data

Tracking fundraising KPIs is only meaningful if the data behind them is accurate, timely, and easy to interpret. By establishing strong data collection habits, associations can ensure their metrics provide actionable insights rather than noise.

Keep these tips in mind to streamline the data collection and evaluation process:

• Ensure data consistency across platforms: Integrate your donor database, payment processing tools, and event-specific software (e.g., silent auction software for an auction event) to avoid siloed or conflicting data.
• Standardize definitions and reporting periods: Agree on what counts as a "donor," how to calculate retention, and which timeframes you’re measuring to ensure your data actually reports the information you need.
• Track KPIs regularly: Frequent check-ins let you identify trends early and adjust tactics accordingly. Sit down with your team monthly or quarterly to share reports and discuss next steps.
• Use dashboards for visibility: Relying on raw datasets can be overwhelming and confusing. Instead, use visual reports (like graphs, tables, and infographics) to simplify data analysis.
• Segment data by donor type: To refine your approach, split out KPI data into categories of new vs. repeat donors, membership tiers, or engagement level.
• Prioritize data hygiene: To guarantee you always have the latest and greatest data to work with, 360MatchPro's data hygiene guide suggests regularly auditing your database to remove duplicates, correct errors, and ensure consistent formatting.
• Train staff on data entry and reporting: Regardless of your staff’s unique role, all employees should receive basic training in data hygiene standards. Established processes and training reduce errors and ensure that everyone understands what the KPIs represent.
• Benchmark your KPIs against peer organizations: Industry benchmarks can provide context and help you set realistic fundraising goals. Use reputable sources, like information from your peer organizations or respected fundraising research institutions, to compile the most accurate dataset possible.
• Automate data collection when possible: Use technology to reduce manual errors and free up staff time for strategic analysis. Orr Group suggests using solutions with AI-powered automation features built in and working with your vendor to determine which features should be enabled.

Once your association starts treating fundraising data as a tactical advantage, you’ll have a much clearer picture of what actually drives results—and how to build on it. Start by identifying a handful of KPIs that align most closely with your organization’s goals and assign team leads to monitor them monthly. Then, use the information you gather from those KPIs to update your strategic plans over time as your association grows and changes. Use those insights to test a few small changes per quarter, such as shifting donor outreach cadence or refining your event strategy. Soon, you’ll have a few easy actions that can significantly impact your fundraising tracking and help facilitate long-term success for your association.