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Successful fundraising doesn’t happen by chance; it’s the result of careful planning, consistent outreach, and knowing what’s working (and what isn’t). Tracking the performance of fundraising initiatives allows organizers to make informed decisions that improve results over time. That’s where FundScrip’s gift card fundraising platform shines. Built with analytics in mind, FundScrip gives campaign organizers reliable and measurable tools to monitor success and stay on target.

Here are some of the most important fundraising metrics to keep an eye on:

Number of Supporters

One of the most fundamental indicators of campaign health is how many individuals are participating. Whether it’s friends, family, coworkers, or community members, each supporter adds momentum to the campaign and their collective impact can grow quickly.

Tracking the size of the supporter base over time is especially useful. A steady increase may indicate that outreach strategies are working, while a plateau or decline may suggest it’s time for a new approach. Comparing trends across different phases of a campaign can provide even deeper insight. For example, did a recent newsletter drive more sign-ups? Did a social media strategy or offline promotion lead to a spike in new participants? Monitoring these patterns helps tailor future outreach to maximize results.

Social Media Engagement

In the digital age, a campaign’s reach often depends on how effectively it uses social media. Engagement metrics: likes, shares, comments, hashtag usage, and post reach can reveal how well messages resonate with supporters.

These numbers aren’t just vanity metrics; they’re valuable tools for refining campaign messaging and branding. Posts that generate more interaction can be used as templates for future content. Encouraging supporters to share their participation with friends and family can also expand a campaign’s reach exponentially, leading to more supporters and more contributions.

Average Order Value

It’s not just about how many people participate, but also how much each supporter contributes. The average order value (AOV) shows how much is being purchased per person and can indicate how well supporters are using FundScrip’s wide selection of participating retailers.

A low AOV might suggest that supporters aren’t aware of the full range of available gift cards. To help them make the most of the program, consider sharing helpful articles like Best Gift Cards for Everyday Fundraising or Rev Up Donations: Unleashing the Power of Fuel Discount Cards. These guides can encourage supporters to make higher-value orders that further benefit the cause.

Contributions Generated

At the end of the day, contributions raised are what matter most. This metric tracks the total dollar value raised for the cause and how that compares to the campaign’s original fundraising goals.

Displaying contributions raised on the fundraiser’s FundScrip campaign page is a great way to show progress and build momentum. It also reinforces transparency and accountability, which can motivate supporters to keep participating.

Campaign Milestones and Benchmarks

Each campaign is a learning opportunity. Comparing current performance with previous efforts helps identify what’s improving and what needs adjustment. Are you getting more supporters this time? Are average contributions growing?

Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goals helps keep efforts focused and aligned. Milestones such as, “Reach $1,000 in contributions by December 1st,” or, “Increase AOV by 10% over the next two months,” provide clear targets and a framework for tracking progress.

Fundraising success is built on strategy, and strategy is built on data. By regularly measuring and analyzing key performance metrics, campaign organizers can make smarter decisions, adjust tactics, and increase results over time.

Don’t forget the power of supporter feedback, either. Whether it’s through surveys or informal conversations, understanding the supporter experience can offer new ideas for campaign improvement.

FundScrip’s platform features make tracking contributions and campaign progress simple and effective. If you haven't already, take a look at how gift card fundraising works. It’s an easy and impactful way to raise money, made even more powerful when paired with performance metrics.