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Active Middle Donors 2-Year Score thru LFY
How to use the Active Middle Donors 2-Year Score thru LFY analysis
This analysis helps you identify active middle-tier donors based on their giving patterns over the last three fiscal years, using constituent and gift data to surface actionable insights. By focusing on donors whose giving falls within your organization's defined middle range (customized via the ClientThresholds table), you can quickly see which supporters are maintaining or increasing their commitment, as well as those who may be at risk of lapsing. The analysis draws on key fields, including each donor's total giving in the last full fiscal year, their average gift size for each of the past three fiscal years, and their giving trend score. This two-digit code summarizes changes in giving year-over-year (for example, IR for Increased then Recovered, or NL for New then Lapsed).
Supporting details, such as whether a donor is an individual or an organization, and their constituent status, are included to help you tailor outreach and stewardship strategies for each contact. You should use these columns to personalize follow-ups, such as referencing their organizational role or past engagement, making your communications more relevant and effective.
The metrics calculated here are important because they enable you to track not only how much donors are giving, but also how their behavior is changing. The Trend Score provides a quick visual cue to identify donors who are new, increasing, stable, declining, or lapsing, allowing you to determine where to prioritize cultivation, retention efforts, or re-engagement campaigns.
Strategically, this analysis empowers you to segment your middle donors with precision, targeting increases for those trending upward, and deploying retention tactics for those showing signs of decline. Fundraising directors and frontline development officers should review this analysis together, ideally on a monthly or quarterly basis, to adapt engagement plans in real-time. You should reach out proactively to donors marked as new or increasing, and flag those with declining or lapsed trends for special attention-whether through personalized calls, stewardship events, or tailored appeals.
Success can be measured by tracking changes in retention rates, upgrades within the middle donor segment, and the reactivation of donors flagged as at risk. This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines to ensure your team stays ahead of donor attrition and maximizes growth opportunities within your active middle donor base.