A Proforma is a specially-built excel spreadsheet that tracks fundraising performance. It’s a tool pro fundraising organizations use to a) track their performance to get better every year, and b) predict how much they are going to raise the following year.
In a nutshell, we use it to track results of direct mail, email, radio, TV, you name it. When you track results, you raise more money over time because you’ll learn from failures and successes faster than you would otherwise.
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