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Fundraising Effectiveness Project

The goal of AFP's Fundraising Effectiveness Project (FEP), the emerging Growth in Giving Initiative (GiGi), and the Fundraising Effectiveness Project Website housing all these resources is to help grow philanthropy's share of the GDP. FEP and GiGi pursue this goal by providing nonprofits with tools for tracking and evaluating their annual growth in giving. Growth in giving is the net of gains in giving minus losses in giving. Nonprofits raise more money by investing more money in growth-oriented fundraising strategies that both increase gains and reduce losses. The FEP is focused on "effectiveness" (maximizing growth in giving) rather than "efficiency" (minimizing costs). FEP conducts an annual survey, provides useful growth in giving performance measurement tools and publishes gain(loss) statistics in a yearly report through a partnership between AFP, The Urban Institute and  participating donor software firms. The FEP and GiGi resources support growth-oriented fundraising programs.

Growth in Giving Initiative (GiGi) Measurement Tools

In collaboration with PSI/Adventist, the FEP has developed the downloadable Excel-based GiGi Fundraising Fitness Test that allows nonprofits to measure and evaluate their fundraising programs against a set of over 100 performance indicators by five donor giving levels. In addition, the seven GiG Reports in the downloadable Excel-based FEP Growth-in-Giving (GiG) Reports template (revised and simplified) provide concise, yet informative pictures of fundraising gains and losses-growth in giving and attrition - in a simple, reader-friendly format that the executive staff and board members can understand.

Basic Concept

The basic FEP and GiGi concept is that bottom-line growth in annual giving is the net of gains in giving from new, recapture and upgraded donors minus losses in giving by downgraded, lapsed-new and lapsed-repeat donors.  And, nonprofits raise more money by increasing gains in giving and reducing losses in giving.  How else?

Click here to go to the Fundraising Effectiveness Project Website

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