---
schema_version: "1"
id: b32db898c5348169bd5141f856874f7d6005088cc6ba5fb072b477a22248db9a
title: Fundraising Performance Insights Dashboard in Nonprofit
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/sfdo/264-0-0/fundraising_fundraising_performance_insights_dashboard.md
canonical_url: https://help.salesforce.com/s/articleView?id=sfdo.fundraising_fundraising_performance_insights_dashboard.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 37d4a4f8ed1d99ff9fd4ab2e0fe2a4fa261480b4c4125308a620129b066872ae
description: Use the Fundraising Performance Insights dashboard to get a comprehensive overview of your fundraising campaigns. Analyze key performance metrics to evaluate the effectiveness of your initiatives based on generated revenue, donor counts, and return on investment. Focus on identifying trends and areas for improvement in your campaigns to enhance overall performance.
products:
  - Nonprofit
release: "264"
---
# Fundraising Performance Insights Dashboard in Nonprofit

Use the Fundraising Performance Insights dashboard to get a comprehensive overview of your fundraising campaigns. Analyze key performance metrics to evaluate the effectiveness of your initiatives based on generated revenue, donor counts, and return on investment. Focus on identifying trends and areas for improvement in your campaigns to enhance overall performance.

| REQUIRED EDITIONS |
| --- |
| Available in: Lightning Experience |
| Available with: Nonprofit Cloud or Nonprofit Cloud for Grantmaking in **Enterprise** and **Unlimited** Editions |

![The Fundraising Performance Insights dashboard is annotated with numbers 1–6.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-sfdo-nonprofit_cloud-264-0-0-production-enus/b335b49f-b06d-4153-a454-da90077289d9/resources-product/images/fundraising/Fundraising_Performance_Insights.png)

- Select the time period (1) that you want to see key metrics and analytics for.
- Review the key metrics (2) for the selected time period.
- Select Mass Market (3) to view the overall performance of your fundraising campaigns based on these metrics.
- Use the Revenue tab (4) to analyze each campaign's performance based on revenue, and view both the leading and trailing campaigns in terms of revenue generated.
- Use the Donors tab (5) to view the number of donors for each fundraising campaign, and insights into the campaigns that are performing well and the ones that need improvement.
- Use the ROI tab (6) to assess each campaign's performance based on return on investment, and identify campaigns with the highest and lowest ROI.

![The Fundraising Performance Insights dashboard is annotated with numbers 7–9.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-sfdo-nonprofit_cloud-264-0-0-production-enus/b335b49f-b06d-4153-a454-da90077289d9/resources-product/images/fundraising/Fundraising_Performance_Instights_Cont.png)

- Select Major Donor (7) to get a quick analysis of all available opportunities based on their value.
- View the performance of the key metrics (8) for the selected time period.
- Analyze the value of each opportunity (9) and identify leading and trailing opportunities based on their value.

## Key Performance Indicators in Fundraising Performance Insights Dashboard

Learn the definitions and calculations of key metrics in the Fundraising Performance Insights dashboard.

![Note](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-sfdo-nonprofit_cloud-264-0-0-production-enus/b335b49f-b06d-4153-a454-da90077289d9/images/icon_note.png)

Note The data presented in the Fundraising Performance Insights dashboard is categorized into three transaction categories—Major Donors, Mass Market, and Major Donor & Mass Market. This grouping is used in calculations to derive insights.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:25%">
          <col style="width:25%">
          <col style="width:25%">
          <col style="width:25%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d10781e145">KPI</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d10781e148">Description</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d10781e151">Calculation</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d10781e154">Transaction Category</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Total Funds Raised</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The total monetary contributions that a nonprofit organization
              received during a specified period, including both completed
              transactions and committed amounts.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">"SUM GiftTransaction.""Current Amount"" + SUM
              GiftCommitment.""Expected Total Cmt Amount""</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">All Transactions</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Paid Gift Transactions</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The total cash available from completed transactions.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">SUM all GiftTransaction."Current Amount" WHERE
              GiftTransaction.Status = 'Paid' OR GiftTransaction.Status =
              'Written-Off'</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">All Transactions</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Total Donors</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The number of unique donors within the selected time
              period.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">
              <p>COUNT(UNIQUE(GiftTransaction.Donor))</p>
              <p>Filter by:</p>
              <p style="margin-bottom:0;">(GiftTransaction.GiftCommitment IS NOT NULL AND
                GiftTransaction.GiftCommitment.Opportunity IS NOT NULL)
                GiftTransaction.Status = 'Paid' OR
                GiftTransaction.GiftCommitment.FormalCommitmentType = 'Is
                Written'</p>
            </td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">All Transactions</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">ROI</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The return on investment for a campaign, showing how much is
              earned compared to what’s spent.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">(SUM GiftTransaction.CurrentAmount WHERE GiftTransaction.Campaign
              = Campaign) / Campaign.ActualCostAmount</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">CTRD</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The cost-to-revenue ratio for each campaign.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Campaign.ActualCostAmount / (SUM GiftTransaction.CurrentAmount
              WHERE GiftTransaction.Campaign = Campaign)</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">New Recurring Donors</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The number of new recurring donors added during the specified
              time period.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">COUNT(UNIQUE(GiftCommitment.Donor)) WHERE GiftCommitment in
              Query2 NOT IN QUERY1</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">—</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Percentage of Recurring Donors</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The percentage of donors who made recurring donations.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">COUNTD([Recurring Donors])/COUNTD([Total Donors])</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">All Time Recurring Donor Retention Rate</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The percentage of recurring donors who made recurring donations
              this year.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">COUNTD([IsRetentionRecurringDonor])/COUNTD([Recurring
              Donors])</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">—</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Donor Retention Rate</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The percentage of donors who donated in the current period as
              well as in the previous year, compared to the total number of donors
              who donated in the current period.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">
              <p>Query 1: Total number of donors who donated last year.</p>
              <p>Query 2: Total number of donors who donated during the selected
                period.</p>
              <p style="margin-bottom:0;">Donor Retention Rate: (Query 1 / Query 2) * 100</p>
            </td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Major Donor or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Median Donation Amount</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The median donation amount across all donations.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">
              <p>"IF [Donated Amount Flag] = 'True' and</p>
              <p>([Transaction Type] = 'Mass Market' OR [Transaction Type] = 'Mass
                Market &amp; High Touch')</p>
              <p style="margin-bottom:0;">THEN [GiftTransaction].[Current Amount] ELSE 0 END"</p>
            </td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Source Codes</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The number of active outreach source codes used.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">COUNT Outreach Source Code WHERE OutreachSourceCode."Outreach
              Source Code Status" = 'Active'</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Total Opportunity Value</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The total amounts expected from the committed
              opportunities.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">SUM GiftCommitment.""Expected Total Cmt Amount"" WHERE
              GiftCommitment.Opportunity = Opportunity</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">—</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Average Donation Amount</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The average donation amount across selected campaigns.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Sum(GiftTransaction.CurrentAmount) /
              count(GiftTransaction)</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Major Donor or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Yearly Retention Rate</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The percentage of donors who donated in the current period as
              well as in the previous year, compared to the total number of donors
              who donated in the current period.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">
              <p>Query 1: Total number of donors who donated last year.</p>
              <p>Query 2: Total number of donors who donated during the selected
                period.</p>
              <p style="margin-bottom:0;">Yearly Retention Rate: (Query 1 / Query 2) *100</p>
            </td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Major Donor or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Revenue by Campaign — Leading</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the total revenue generated by each campaign,
              arranged in descending order, providing insights into the high
              performing campaigns.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Sum (Campaign Revenue) group by Campaign Name Order by
              Descending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Revenue by Campaign — Trailing</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the total revenue generated by each campaign,
              arranged in ascending order, providing insights into the low
              performing campaigns.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Sum (Campaign Revenue) group by Campaign Name Order by
              Ascending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Donors by Campaign — Leading</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the number of unique donors for each campaign,
              arranged in descending order, providing insights into campaigns with
              the highest donor participation.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Unique (Donor ID) group by Campaign Name Order by
              Descending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Donors by Campaign — Trailing</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the number of unique donors for each campaign,
              arranged in ascending order, providing insights into campaigns with
              the lowest donor participation.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Unique (Donor ID) group by Campaign Name Order by
              Ascending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">ROI by Campaign — Leading</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the average return on investment (ROI) for each
              campaign, arranged in descending order, providing insights into the
              efficiency of campaigns in generating returns relative to their
              costs.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Avg (ROI) group by Campaign Name Order by Descending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">ROI by Campaign — Trailing</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the average return on investment (ROI) for each
              campaign, arranged in ascending order, providing insights into the
              campaigns with the lowest returns.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Avg (ROI) group by Campaign Name Order by Ascending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Opportunity Value by Opportunity Name — Leading</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the value of each opportunity, arranged in
              descending order, highlighting the highest-value
              opportunities.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Sum(Opportunity Value) group by Opportunity Name order by
              Descending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">—</td>

          </tr>
          <tr class="">
            <td data-label="KPI" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e145 ">Opportunity Value by Opportunity Name — Trailing</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e148 ">The chart shows the value of each opportunity, arranged in
              ascending order, providing insights into the opportunities with the
              lowest values.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e151 ">Sum(Opportunity Value) group by Opportunity Name order by
              Ascending</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d10781e154 ">—</td>

          </tr>
        </tbody>
      </table>