When a funnel review beats a full assessment

A full Donor App Analytics Assessment looks across cohorts, appeals, and retention. A Donation Funnel Review stares at the path between open and confirmed gift.

Choose the funnel review when your team already knows which campaigns performed, but supporters keep stalling on a particular step — a new payment method, an optional survey, or a slow receipt page. Choose the full assessment when the board wants a wider reading before a strategy weekend.

Mixing them in the wrong order wastes calendar time. If you have never had an external reading of your gift history, start wider. If you redesigned one screen last month and simply need a baseline, stay narrow.

Either way, book before creative lock dates. Numbers that arrive after artwork is printed become interesting footnotes instead of useful guidance.