How it works
- Revenue = records × contact rate × pledge rate × average pledge × fulfillment rate.
- Cost per dollar raised = campaign cost ÷ revenue.
- Enter your own assumptions; the defaults are an example, not a benchmark.
Estimate your campaign
Getting the inputs right
- Records: only donors and members with valid phone numbers who haven't asked not to be called.
- Contact rate: the share of records where someone actually speaks with the caller. It depends on data quality and how many attempts are made.
- Pledge rate and average pledge: use past campaigns to the same group if you have them; renewing donors usually say yes more often than lapsed ones.
- Fulfillment: the share of pledges actually paid. Gifts taken by card on the call fulfill immediately.
- Cost: include setup, data work, calling and follow-up mail or email.
Look beyond the first gift
A phone campaign's value isn't only this year's revenue. Donors who renew, upgrade or become monthly donors keep giving in later years, and calls update phone numbers and other donor data. Compare the campaign with your other channels over a year or more, not just one appeal.
How KFG helps
Kensington Fundraising Group plans calling campaigns with you, reports contacts, pledges and cost per dollar raised, and calls in English and Spanish. See our phone fundraising guide and outsourcing vs. hiring.