Appeal Performance Report

The Appeal Performance report provides information about the effectiveness of your appeals. When you generate the report, you can select 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.

Note: 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.

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. To access the Appeal Performance report from Marketing and Communications, select Appeal performance under Reports. To run the report, select the criteria of the appeals to include in the report and the information to generate and select View Report.

• On the Appeal filters tab, select the appeals to include in the report. You can include all appeals, an appeal selection created in Query, or a specific appeal. If you select Appeal selection or Specific appeal, select the binoculars to search for and select the appeal or selection of appeals to include. You can also select the criteria of the selected appeals to include, such as category or report code.

Note: To compare the effectiveness of only two appeals, you can also use the Appeal Period Comparison Report. With this report, you can compare two separate appeals during like time periods, such as by quarter of their respective fiscal years. For information about this report, see Appeal Period Comparison Report.

• To filter the revenue associated with the appeals included in the report by the dates of the transactions, select the Revenue filters tab and enter the start and end dates of the transactions to include.

• On the Display options tab, select whether to display the revenue associated with each designation or mailing of the selected appeals. You can also select whether to display cost information for the appeals and generate charts to represent the comparison of multiple appeals.

Under Appeal Revenue Performance, the report provides a detailed breakdown of the revenue performance of each selected appeal, including the goal amount, the total raised toward the goal, the total received toward the appeal, the number of constituents solicited through the appeal, and the response rate. If you select Break down by designation, you can also view the performance of each designation associated with the appeals.

If you select Break down revenue by mailing, the report provides a detailed breakdown of the revenue performance of each selected appeal by mailing, including the total received as a response to each mailing and the response rate and average gift amount for each mailing.

If you select Display appeal cost, the report displays a summary of the total cost of the selected appeals. Under Appeal Cost Summary, 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). Under Appeal Cost Performance, the report provides a detailed breakdown of the cost performance of each appeal with revenue transactions, including the number of mailings, total raised, cost, and profit.

If you select Include charts, the report provides graphs to represent the total raised toward the goal, average gift amount, and response rate of each appeal. If you select both Include charts and Display appeal cost, the report provides graphs to represent information 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.

You can print the report or export it in several different formats.