Donor Acquisition Analysis

Under Year-to-date acquisition, you can quickly analyze donors who gave their first gift — or again, after more than five years since their previous gift — during the current fiscal year compared to the previous fiscal year.

• Acquired donors — How many constituents gave a gift of any type — excluding soft credits — to your organization for the first time — or again, after more than five years since their previous gift — during the current fiscal year.

• Donor acquisition rate — How the Acquired donors total compares to the number of constituents who gave over the previous five years.

• Acquired revenue — How much your acquired donors gave — in total — during the current fiscal year.

• Revenue acquisition rate — How the Acquired revenue amount compares to total giving over the previous five years.

For deeper analysis, use these metrics in tandem. For example, to determine giving trends of your acquired donors, compare Donor acquisition rate to Revenue acquisition rate; if the donor acquisition rate is low but the revenue rate is high, your acquisition efforts bring in a small number of donors, but they give larger gifts than your previous donor pool.

Tip: To view a list of acquired donors or their gifts, select the Acquired donors total or Acquired revenue amount. For further analysis, select Create list to open the list in Lists, where you can apply additional filters, choose columns, and save for future reuse. For more information, see Lists.

Under Year-over-year donor acquisition, you can compare the Donor acquisition rate under Year-to-date acquisition to acquisition over the previous two fiscal years. If this year's acquisition rate takes a downward trend compared to previous years', see Donor Acquisition and Retention for suggestions to help acquire donors.

Under Year-over-year revenue acquisition, you can compare the Revenue acquisition rate under Year-to-date acquisition to giving from acquired donors over the previous two fiscal years. As you compare annual giving, set realistic goals and keep in mind any windfalls from previous years that you shouldn't expect to replicate, such as an unusually large one-time major gift.

Note: This report is based on the lifecycle status of the donor and will not update with gift filters.

To track acquisition over the past five years rather than by fiscal year, analyze how many donors are considered acquired — as of each month — under Rolling donor acquisition. As with the donor lifecycle status, these acquired donors gave their first gift — or again, after more than five years since their previous gift — within 12 months. If acquisition starts to take a downward trend, see Donor Acquisition and Retention for suggestions to help attract new donors.

Tip: To gauge acquisition compared to other stages of the donor lifecycle, see Donor Lifecycle Analysis.

To view a list of the donors considered acquired as of a specific month, select its data point. For further analysis, select Create list to open the list in Lists, where you can apply additional filters, choose columns, and save for future reuse. For more information, see Lists.