FundRaiser software has several different analytical reports that can help you and your organization look more deeply into your data. While some of them, such as the donor level report or the donor period comparison report provide gift and monetary totals, which are easily used to determine giving levels over a set period of time, other reports give plain statistical data.
The new account analysis report is one such report. This report provides a numerical count of new names added to your database by month. On the surface, looking at this grid of numbers may not appear as if it provides information that can be useful. Knowing, for example, that you added 100 new names in December and only 25 in March seems to give abstract bits of data, without any connective reasoning.
Yet, this report provides more information when you begin to think about tying it to additional information. Looking at the overview of a year allows you to begin to think about patterns. Seeing a time of the year when you obtain more accounts (which could be donors or prospects) than another time of the year may prompt you to think about what your organization is doing at various times to recruit new donors.
So much of what we do begins to become rote. When the calendar turns, an organization may do what it’s always done during that time of the year. This leads to stagnation. Looking at the new account report takes the organization’s work and distills it down into bare numbers without the “distraction” of seeing dollar amounts or names.
The truth is that an organization needs new donors and sources of funding if it wants to not just survive, but also grow. There’s going to be donor attrition. The important thing is that your organization is bringing in new prospects and donors to replace the ones who choose for whatever reason to no longer donate. That’s where the analysis reports really shine, because they can help you pinpoint what times of year help replenish your donor base and, more importantly, help it to grow.