---
schema_version: "1"
id: b97b18925dce64163b8d79a32a203b3d07c87924a4a8dab4619b0e94e96844b8
title: Mass Market 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_mass_market_insights_dashboard.md
canonical_url: https://help.salesforce.com/s/articleView?id=sfdo.fundraising_mass_market_insights_dashboard.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: e84a81227047f02dd2f446cffdfd074686960cc756516933ae014c3898236571
description: Use the Mass Market Insights dashboard on the Donor Engagement app home page to analyze campaign performance over a specific time period by using key fundraising metrics.
products:
  - Nonprofit
release: "264"
---
# Mass Market Insights Dashboard in Nonprofit

Use the Mass Market Insights dashboard on the Donor Engagement app home page to analyze campaign performance over a specific time period by using key fundraising metrics.

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

![The Mass Market Insights dashboard has important aspects flagged with numbers.](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/Mass_Market_Insights_dashboard.png)

- Use filters (1) to customize the Mass Market Insights dashboard based on specific campaign categories, campaign names, and time period.
- Review the performance of the key metrics (2) for the selected time period.
- Use the Campaign Performance Analysis (3) to get insights into the performance of each fundraising campaign.
- In the By Campaign tab (4), view campaign insights by revenue (5) to see the revenue generated by each campaign; by donors (6) to see the number of donors contributing to each campaign; and by ROI (7) to see the returns generated by each campaign.
- In the By Time tab (8), analyze campaign performance over time by revenue to see changes in revenue over the selected period; and by donors, to see the changes in the number of donors to understand engagement patterns and seasonality.

**Example Use Case**: A marketing manager can use this dashboard to evaluate the effectiveness of recent fundraising campaigns. By applying filters to compare key metrics such as Return on Investment (ROI), new donors, and average gift amounts across different campaigns, they can identify the best-performing initiatives. The manager can use the metrics to refine strategies for future campaigns, focus on the most effective channels and approaches to maximize donor engagement, and boost overall revenue.

## Key Performance Indicators in Mass Market Insights Dashboard

Learn the definitions and calculations of key metrics in the Mass Market 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 Mass Market Insights dashboard is categorized into two transaction categories—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="d38011e125">Metric</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d38011e128">Description</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d38011e131">Calculation</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d38011e134">Transaction Category</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">ROI</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">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="d38011e131 ">(SUM GiftTransaction.CurrentAmount WHERE GiftTransaction.Campaign
              = Campaign) / Campaign.ActualCostAmount</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">New Donors</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The number of donors who made a donation to the organization for
              the first time in the selected period.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">min((GiftTransaction.TransactionDate) where
              GiftTransaction.IsPaid = true) = selected time period</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">Avg. Gift Amount($)</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The average gift amount across the selected campaigns.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">Sum(GiftTransaction.CurrentAmount) /
              count(GiftTransaction)</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">CTRD($)</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The cost-to-revenue ratio for each campaign.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 "> Campaign.ActualCostAmount / (SUM GiftTransaction.CurrentAmount
              WHERE GiftTransaction.Campaign = Campaign)</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">Campaign Revenue ($)</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The total revenue from gift transactions or formal
              commitments.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">Sum(GiftTransaction.CurrentAmount)</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">Yearly Retention Rate</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">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="d38011e131 ">
              <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="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">Revenue by Campaign</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The chart shows the total revenue generated from each
              campaign.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">Sum (Campaign Revenue) group by Campaign Name </td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">Donors by Campaign</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The chart shows the number of unique donors contributing to each
              campaign.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">Unique (Donor ID) group by Campaign Name</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

          </tr>
          <tr class="">
            <td data-label="Metric" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e125 ">ROI by Campaign</td>

            <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e128 ">The chart shows the average return on investment (ROI) for each
              campaign.</td>

            <td data-label="Calculation" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e131 ">Avg (ROI) group by Campaign Name</td>

            <td data-label="Transaction Category" class="slds-cell-wrap" style="vertical-align:top;" headers="d38011e134 ">Mass Market or Major Donor and Mass Market</td>

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