Nonprofit leaders wear too many hats. Between board meetings, donor calls, and program oversight, it’s easy to let data slip to the background. But the right fundraising dashboard isn’t about more spreadsheets, it’s about clarity.
When you can see your key numbers at a glance, you can make faster, better decisions. Instead of reacting at year-end, you’re steering in real time.
Here are 10 fundraising metrics every nonprofit should have on their dashboard, plus why they matter and how to calculate them.
1. Donor Retention Rate- Why it matters: Keeping donors is cheaper than finding new ones. This metric shows if your stewardship is working. Formula: (Donors who gave last year and this year ÷ Donors who gave last year) × 100
2. New Donor Conversion-Why it matters: You can’t grow without bringing in new supporters. This tracks how well your outreach turns prospects into donors. Formula: (First-time donors ÷ New qualified contacts in period) × 100
3. Average Gift Size - Why it matters: Helps you understand giving patterns and set realistic upgrade goals. Formula: Total donation revenue ÷ Number of gifts
4. Recurring Donor % - Why it matters: Monthly donors are your most reliable revenue. This shows how much of your base is giving consistently. Formula: Recurring donors ÷ All active donors × 100
5. Donor Lifetime Value (LTV) - Why it matters: A long-term view of donor value. This helps you decide how much you can invest in acquisition. Quick Formula: Average gift × Gifts per year × Average retention years
6. Donor Acquisition Cost (DAC) - Why it matters: Without this, you can’t judge if campaigns are sustainable. Formula: Total acquisition spend ÷ Number of new donors
7. Campaign Conversion Rate - Why it matters: Tells you how effective your appeals are — and which channels perform best. Formula: Donors to the campaign ÷ Total targeted/visitors × 100
8. Fundraising ROI - Why it matters: Shows your true return. Leadership and boards love this one.
Formula: (Total raised – Total fundraising costs) ÷ Total fundraising costs
9. Revenue by Source (Diversification Index) - Why it matters: If more than half of your revenue comes from one source, you’re vulnerable. How to track: Break out % from individuals, grants, corporate, events, digital, major gifts, recurring.
10. LYBUNT Recapture Rate (“Last Year But Unfortunately Not This”) - Why it matters: Prevents quiet attrition from becoming a crisis. Formula: (LYBUNTs who returned ÷ Total LYBUNTs) × 100
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What does a good dashboard looks like? The best dashboards are simple.
Imagine this:
• Top Row (Health Snapshot – monthly): Retention Rate | New Donor Conversion | Recurring Donor % | Fundraising ROI
• Revenue Mix (YTD): Stacked bar showing % by source
• Pipeline & Campaigns (weekly): Conversion rates by channel + major gifts pipeline
• Donor Quality (quarterly): LTV and Average Gift trends
• Efficiency (monthly): DAC vs. target
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Next, set benchmarks to aim for:
• Retention: 50–60% overall; 70%+ for recurring donors
• ROI: At least 3:1 annually (higher for mature programs)
• LYBUNT Recapture: 15–25% with intentional outreach
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Final Thought
You don’t need a complex CRM or a consultant’s binder to track these. Start with the metrics you already have in Excel or your donor system, and build from there.
When you focus on the right numbers, fundraising stops feeling like guesswork — and starts becoming a system that supports you.
Which of these 10 metrics is missing from your current dashboard?
Click here to check out the Sample Dashboard we have in our Resource Library.