Why measure Supporter Engagement?

watercolour style abstract of supporters arm in arm

Why measure Supporter Engagement?

Last month we launched our Engagement Scorecard and described the four dimensions that drive the overall score. So why do we think this is so important?

Tracking engagement will help you understand areas of strength and weakness across your supporter base and rank donors on their levels of engagement across multiple factors. Knowing who your most engaged supporters are will help you steward them better to retain and deepen their support, whilst identifying pockets of your base that are not engaging can help you instigate remedial action to improve their engagement by testing other ways to talk to them.

Furthermore, breaking this down in to the four component dimensions will show you what it is that is driving, or not driving, their engagement and which areas you need to focus on.


Tenure measures the length of their engagement, ie the time between their first and last interactions. Ideally you want to retain your supporters and keep them giving for as long as possible as you no doubt spent a lot of time and money to recruit them and retention is one of the key drivers of Lifetime Value. Understanding how tenure varies for key channels and products will show you where you have holes in your leaky bucket and review your programme to either change investment away from this areas, or build strategies to lengthen their tenure.


Diversity looks at the range of interactions of supporters and highlights where individuals might be engaging in multiple different ways. This includes giving to different products or via different channels, or volunteering as well as giving. Supporters who engage across different touch points tend to build more affinity towards the organisation and so go on to give more and give for longer. Identifying those who only engage in one way can help you plan and target your cross-sell campaigns to better effect.


Frequency includes the number of interactions a person has – whether financial or non-financial. Understanding whether somebody is engaging with you on a regular basis versus those that give occasionally will help you understand how and when to talk to people. And monitoring second gift rates is vital in ensuring you are doing all you can to get supporters over the hurdle of giving again after their initial engagement and starting them on a deeper and more valuable relationship with the charity.


Value is a measure of the strength of those interactions, most typically a financial amount but could also be a measure of time or voice. This is the most commonly tracked measure of engagement, and often the ultimate aim, but many organisations still fail to evaluate this from an individual perspective. Metrics such as lifetime value are vital to ensure you understand your most valuable products and channels and so optimise your investment for maximum effectiveness.

Tracking changes in the average scores will help you evaluate the effect of your communications and stewardship programmes. For example, do you see an improvement in tenure by implementing a welcome programme? Or is your diversity score improving by offering more cross sell opportunities? Ultimately each action you take should be trying to improve engagement to a target audience which will improve their score, and therefore your overall average score. By improving one of the four dimensions you increase engagement which will lead to better lifetime value and also the potential for future legacies.

Charities can use the engagement score and the four dimensions to segment their supporters into groups of common behaviours. These segments can then be used to design strategies to plan supporter journeys and talk to them in appropriate ways.

Get in touch to chat over how we can help or advise you on measuring your Supporter Engagement performance.

Sequoia Engagement Scorecard

Sequoia Engagement Scorecard screenshot

Why is Engagement important?

In recent times, supporter engagement has taken centre stage in fundraising discussions, emerging as the ‘hot topic’ and it is one that we at Sequoia have seen (and been involved in) many projects commissioned to define and create a single score aimed at understanding and measuring how deep a given supporter’s engagement is with a charity.

Like many things aimed at scoring, ranking or grouping supporters, think segmentations or RFV scores, there is no definitive right or wrong in these projects. It will depend on the context and environment the charity is operating in and their overall aims and objectives. That being said, we have dedicated a lot of time amongst ourselves here discussing all the elements that have been common across these endeavours and built a framework that covers a wide variety of needs. Allowing for a common score which can be created and compared across products, departments, and indeed charities and as such we are pleased to the announce the release of our Engagement Scorecard as part of the Canopy Reporting Suite.

We can all agree that supporter engagement scoring extends beyond the traditional performance indicator of income generation. It also needs to take into account various touchpoints, and other key metrics each with their own significance. Deciding the relevance and ranking of each has been a big part in the process. Measuring supporter engagement is a complex beast, but one that we believe the Engagement Scorecard can help to standardise.

Engagement, along with retention, serves as the driving force behind fundraising efforts, advocacy campaigns, and community building. Engaged supporters are more likely to donate, volunteer, and champion your cause or product so tracking it, and being able to act on changes to the score will give you a deeper understanding of your supporters and give focus to your stewardship programmes.


Key considerations

Before we talk about what the score looks like, let’s first bring to the fore some of the lessons we have learnt along the way.

  • Everyone has their own view of what should be included and what touchpoint or behaviour should be given the most importance – but these can be driven by individual priorities and a shared agreement is vital
  • Looking purely at value through measures such as average gift or lifetime value is not enough – other dimensions of engagement need to be developed that give a broader picture of the ways supporters interact with your organisation
  • Sometimes touchpoints will not have data recorded against them and innovative or new ways will be needed to evaluate these – ideally leading to better data capture in the future

None of these should be seen as blockers though and what is important is to make a start. Whilst your first attempts at creating a score may not be perfect, they will begin your journey towards a more holistic measure of your supporters and will drive learnings and changes along the way. Definitions can be refined as you learn, and data points can be added as you capture more.


The Sequoia Engagement Score

Sequoia have overcome these challenges by creating a standard framework for measuring engagement which we hope can become a common language within and across charities and departments. Importantly this includes measures which can be applied across all kinds of activity so that a full view on an individual’s engagement with your charity can be assessed.

We have boiled it down to a four dimensional aggregated score:

TENURE measures the length of their engagement, ie the time between their first and last interactions

DIVERSITY looks at the range of interactions and highlights where individuals might be engaging in multiple different ways

FREQUENCY includes the number of interactions a person has – whether financial or non-financial

VALUE is a measure of the strength of those interactions, most typically a financial amount but could also be a measure of time or voice

Screenshot of Sequoia's Engagement Scorecard in action

Click image to enlarge

Each supporter is awarded a score across each dimension depending on our own proprietary rules about their level of activity in each area. These scores are then summed up to create the overall engagement score from 1 to 100. This score can then be used to rank, segment or profile your different types of supporters.

The individual component scores can also be used to understand what is driving the engagement of your most engaged or “immersed” supporters. Or, they can be used where engagement is low, or in decline, to understand areas of focus needed to increase this.

Tracking the overall trend of the engagement score can be a good marker to check the health of the file overall. By assigning a score now, and looking at this on a regular basis with the ability to identify which area is affecting the rise or fall could be a key step in making early changes to stem decline or invest in development.

You can also compare and see how your scores compare to other organisations across the sector.


Get started

Supporter engagement is a vital aspect of any organisation’s success, but it’s a complex concept to measure accurately. By talking to Sequoia we can accelerate the process and get you on the right path quickly – helping you gain valuable insights into your supporters’ behaviour and their organisational connection. The Sequoia Engagement Scorecard brings all this to life if one place allowing you to quickly understand your overall engagement, how it is changing, and what it looks like for specific groups of supporters. Remember that engagement is not static; it evolves over time, so continuous measurement and adjustment are essential to maintain a strong relationship with your supporters and achieve your goals.

Furthermore the dashboard links directly into our suite of more detailed reports covering areas such as second gifts, crossover, retention and lifetime value.

Get in touch to chat over how we can help or advise you in this key area.

Author: Jon Kelly, October 2023    © Sequoia-Insights.com