Is It Working? Metrics That Actually Matter in Mass Fundraising

If you're not tracking Cost to Acquire and Second Gift Conversion, your program isn't future-proof.

Let’s cut to it:
If you lead a mass fundraising program and don’t know your Cost to Acquire (CTA) and Second Gift Conversion rate, you are managing for the short term.

Revenue might look good right now.
But without these two metrics, you won’t know if what you're building will last or collapse under its own weight.

Today, I want to walk you through why these two numbers matter, how to calculate them, and how I’ve used them to scale programs from $10M to $30M and beyond.