During the Association of Fundraising Professionals (AFP) International Conference last week in Baltimore, the outgoing Chair of AFP offered a new definition of ROI: Results, Outcomes and Impact. While the words themselves can mean different things to different people, the message was clear. Donors want more than just a relationship with an organization and moreover, they want more than a testimonial or a picture. They want to know that their gift, or investment, has produced a tangible and meaningful result for the organization and/or its beneficiaries. This is certainly the case for more and more institutional funders, including foundations and corporations, and it is increasingly true for individual donors. 

"We just met with a foundation the other day, and that's what piqued their interest — the outcomes. A lot of donors are saying, 'If you can't show me the difference my dollar makes, I'm probably not going to give you that next year.' " - Joshua Hale, Big Shoulders Fund Executive Director "...over the years there's been an increase in requests to understand the tangible outcomes. Now [donors] say, 'Give me a specific story, give me a quantitative result.' " - Lorrie Lynn, United Way Director of Research, Planning and Education