Donor Lifecycle Analysis

Acquired donors are your relatively new supporters who gave their first gift. The Overview dashboard shows acquired donors who gave for the first time in the past 12 months.

Tip: To analyse acquisition based on the current financial year instead of the past 12 months, use the Acquisition dashboard in Analysis, Fundraising dashboards. For more information, see Donor Acquisition Analysis.

Now that you have their attention, promptly recognise these donors for their generosity with personalised thank you letters, phone calls, or welcome packages to help convert them to regular givers.

Retained donors are your engaged constituents who give year-over-year. The Overview dashboard shows retained donors who gave within the past 12 months and less than 15 months since their previous gift. To keep these constituents engaged, assign them to fundraisers who can provide regular interaction and chances for involvement.

Tip: To analyse retention based on the current and previous financial years instead of past 12 months, use the Retention dashboard in Analysis, Fundraising dashboards. For more information, see Donor Retention Analysis.

The Overview dashboard shows recaptured donors who gave within the past 12 months after more than 15 months since their previous gift. To help prevent a relapse, show your appreciation with a personalised hand-written thank you note and ask for details through a friendly inquiry or short survey about how to improve engagement.

Tip: To analyse recaptured donors based on the current financial year instead of past 12 months, use the Recapture dashboard in Analysis, Fundraising dashboards. For more information, see Donor Recapture Analysis.

At-risk donors haven't given in 12-15 months. If a donor starts to lapse, review their giving history to determine whether infrequent giving is normal. To retain the donor, reach out with a friendly interaction to reconnect and suggest a recurring gift for more regular giving.

Tip: To quickly view how many donors you manage as a fundraiser haven't given in over a year, select Portfolio, Work center and review the At-risk total under Portfolio. For more information, see Work Centre Overview.

Consider donors who haven't given in over five years as lost. To acquire these donors (again), treat them as new prospects, and promptly acknowledge new gifts with personal interactions and welcome packages. For more information, see Moves Management Best Practices.

Note: This report is based on the lifecycle status of the donor. While it doesn’t update with gift filters, it includes all gift types and soft credits.

Under Donors by lifecycle status, you can view where your constituents currently fall in the donor lifecycle. You can quickly gauge the current engagement of your donors and how their acquisition and retention compare to attrition.

To view and manage a list of constituents with a specific lifecycle status, select its wedge in the chart.

Note: This report is based on the lifecycle status of the donor. While it doesn’t include soft credits or update with gift filters, it includes all gift types.

Under Donor lifecycle over time, you can track donor acquisition and retention over the past five years. For each status, you can gauge the effectiveness of your long-term donor acquisition and retention efforts compared to attrition, as well as identify negative trends that need your attention.

To view and manage a list of constituents with a specific status for a specific month, select its point on the graph.

Tip: This report uses a rolling date range. For example, if a donor gave their first and only gift in the previous twelve months, they are considered Acquired. If a donor gave again in the current month after giving in the previous twelve months, they are considered Retained.