How can we use data and analytics to inform our fundraising strategies and improve results?
Question submitted by: Kiyemba Nathan, Twahirah Islamic Charity Organisation, Uganda
Data doesn’t need to be complicated to be powerful.
During a WASH project assessment, I worked with an organisation that believed its water interventions were effective but lacked baseline data. We introduced simple tracking – the number of beneficiaries, water point functionality rates, and hygiene training attendance records. This data became the backbone of its next proposal and significantly strengthened its credibility.
Another example comes from digital fundraising. A small NGO I advised was running social media campaigns without tracking engagement. We started monitoring basic metrics such as post reach, click-through rates, and email open rates. Within three months, it refined its messaging and doubled the number of online inquiries.
Data helps in three ways:
- Strengthening proposals with evidence;
- Improving donor targeting by analysing past responses;
- Refining communication strategies through measurable engagement.
Even a well-maintained spreadsheet can transform decision-making. When organisations begin tracking trends, such as proposal success rates, funding cycles and donor feedback, they shift from reactive fundraising to strategic positioning.
(This answer was provided Julius Gamy, a Liberian NGO fundraising strategist and proposal development specialist)
