Reporting is not just about tracking activity. The metrics organizations choose to measure shape priorities, behaviors, and decision-making across advancement. This session explores the core reports, metrics, and KPIs that support healthy fundraising pipelines and organizational strategy across the donor lifecycle. Attendees will examine the difference between strategic, operational, and standard reporting, discuss common reporting pitfalls, and explore how to deliver the right information to the right audience in ways people will actually use. Through practical examples and discussion, participants will leave with ideas they can apply immediately to strengthen reporting, improve clarity, and support better institutional decisions.