{"id":349738,"date":"2018-08-21T10:43:04","date_gmt":"2018-08-21T14:43:04","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=349738"},"modified":"2018-08-21T10:43:04","modified_gmt":"2018-08-21T14:43:04","slug":"benchmarks-are-bullsht","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/benchmarks-are-bullsht\/","title":{"rendered":"Benchmarks are Bullsh*t"},"content":{"rendered":"<p><del datetime=\"2021-01-13T15:24:56+00:00\">Benchmarks are bullshit.<\/p>\n<p>There \u2014 I\u2019ve said it.<\/p>\n<p><strong>The benchmarks that we all live and die by<\/strong>\u00a0\u2014 the well-annotated, appendiced-to-death, 97-page Annual Findings that determine whether you are successful \u2014\u00a0<strong>are crap.<\/strong><\/p>\n<p>Why? Because they don\u2019t represent anyone\u2019s reality. Instead, they embody the reality of a perfectly curated, exactly-representing-the-market slice of organization. And, because each benchmark is calculated based on said organizations compiled together, practically every outlier is removed.<\/p>\n<p>However, if your experience is anything like what I\u2019ve seen in every nonprofit that is developing their KPIs and setting expectations,\u00a0<strong>outliers are reality<\/strong>.<\/p>\n<p>Has there\u00a0<strong>ever<\/strong>\u00a0been a time in your organization when your fundraising performance\u00a0<strong>wasn\u2019t<\/strong>\u00a0affected \u2014 for good or for bad \u2014 by:<\/p>\n<ul>\n<li>A change in key development staff?<\/li>\n<li>A new channel being integrated for the first time?<\/li>\n<li>A fantastic but unexpected messaging opportunity that motivated donors more than you could have imagined?<\/li>\n<li>Data security restrictions?<\/li>\n<li>The biggest nightmare of all \u2014 a database and website migration, at the same time?<\/li>\n<\/ul>\n<p>My guess is no.<\/p>\n<p>If you\u2019re like me, you find yourself reading industry benchmarks the moment they are published, furiously combing through to find one KPI, one response rate, one cost-per-dollar-raised ratio, one website conversion metric that you can compare to your own performance, which will either:<\/p>\n<ul>\n<li>A) Prove that your fundraising is great! (\u201cBoard Members, please give us more funding so we can continue doing magnificent things!\u201d)<\/li>\n<li>Or B) Prove that your fundraising is terrible. (\u201cBoard Members, please give us more funding so we can stop the bleeding, revamp our fundraising strategy, and add 13 additional digital channels for a true 360-degree donor experience.\u201d)<\/li>\n<\/ul>\n<p><strong>Can I suggest something different?<\/strong><\/p>\n<p>Not to discount the value that can be found in time-honored, well-respected benchmark studies, but as an industry, we need to be realistic with how we use them.<\/p>\n<p>Are they useful for painting an over-arching view of the nonprofit space and how nonprofit organizations are performing compared to yesterday?\u00a0<strong>Absolutely.<\/strong><\/p>\n<p>Are they effective for <a href=\"https:\/\/nexusdirect.com\/solutions\/strategic-campaign-planning-execution\">analyzing donor behavior<\/a> and how that behavior differs between sectors, countries, and channels?\u00a0<strong>Of course<\/strong>.<\/p>\n<p>Should we cut and paste the KPIs from said benchmark reports and establish them as our goals for the next fiscal year?\u00a0<strong>That\u2019s just silly<\/strong>.<\/p>\n<p><strong>So, let\u2019s take an altered approach<\/strong>. Let\u2019s take benchmark reports down from their holy pedestal, and instead focus on realistic growth from OUR OWN organization\u2019s prior KPIs, week over week, month over month, and year over year.<\/p>\n<p>Let\u2019s take a look at our own budget \u2014 and not the budget of the five largest charities who have been in existence since 1756 \u2014 and determine what level of growth is attainable, given the current monetary restraints and personnel skills that exist within our current teams.<\/p>\n<p>Let\u2019s stop waiting for an annual report to be published \u2014 one that typically represents data that is already 18 months old by the time we read it \u2014 to determine if we\u2019re falling behind, or ahead of, the curve.<\/p>\n<p>Because at the end of the day, it\u2019s about YOUR mission. YOUR donors. The impact of YOUR fundraising program.<\/p>\n<p>So, spend 15 minutes each morning to review how your campaigns are doing. Are they on track? Spend an hour each week meeting with your team to check in on performance. What can you do more of? What should you do less of? Do this each month, each quarter, and each year.<\/p>\n<p><strong>Create your own benchmarks and hold yourself accountable<\/strong>. Because\u00a0measuring your real, bled-for results against those well-intentioned but unrealistic ideals is like pasting the cover of Sports Illustrated\u2019s swimsuit edition or People magazine\u2019s \u201cSexiest Man Alive\u201d to your bathroom mirror \u2014 you&#8217;re going out of your way to torture yourself, in a way that is counteractive to actually achieving results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Benchmarks are bullshit. There \u2014 I\u2019ve said it. The benchmarks that we all live and die by\u00a0\u2014 the well-annotated, appendiced-to-death, 97-page Annual Findings that determine whether you are successful \u2014\u00a0are crap. Why? Because they don\u2019t represent anyone\u2019s reality. Instead, they embody the reality of a perfectly curated, exactly-representing-the-market slice of organization. And, because each benchmark [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":350588,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[36,37],"tags":[],"class_list":["post-349738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-idea-blog","category-planning-execution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Benchmarks are Bullsh*t | Fundraising KPI&#039;s | Nexus Direct<\/title>\n<meta name=\"description\" content=\"The benchmarks that we all live and die by\u00c2\u00a0\u00e2\u20ac\u201d the well-annotated, appendiced-to-death, 97-page Annual Findings that determine whether you are successful \u00e2\u20ac\u201d\u00c2\u00a0are crap. Why? Because they don\u00e2\u20ac\u2122t represent anyone\u00e2\u20ac\u2122s reality. Instead, they embody the reality of a perfectly curated, exactly-representing-the-market slice of organization\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nexusdirect.com\/sanpablo\/benchmarks-are-bullsht\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Benchmarks are Bullsh*t | Fundraising KPI&#039;s | Nexus Direct\" \/>\n<meta property=\"og:description\" content=\"The benchmarks that we all live and die by\u00c2\u00a0\u00e2\u20ac\u201d the well-annotated, appendiced-to-death, 97-page Annual Findings that determine whether you are successful \u00e2\u20ac\u201d\u00c2\u00a0are crap. Why? Because they don\u00e2\u20ac\u2122t represent anyone\u00e2\u20ac\u2122s reality. 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