How to use the All Active Donors whose giving is declining analysis

This analysis identifies active donors from the previous year whose giving has declined, specifically those who have either reduced their contributions or lapsed completely in at least two of the last three years. It utilizes data on donor gifts over five years, extracting relevant information from the Gifts and Constituents tables to assess donor behavior and performance. The analysis focuses on donors categorized as 'Middle' segment last year and examines their giving trends to provide insights into potential attrition risks.

Key calculations within the analysis include the total giving for the last five years, the first year each donor contributed, and a performance score that reflects their giving trend over this period. This performance score is derived from a systematic assessment of changes in their giving amounts, allowing you to categorize donors into statuses such as 'Decreased', 'Lapsed', 'Inactive', or 'New'. These metrics are significant as they reveal not only the current state of donor engagement but also highlight those at risk of disengagement, enabling you to prioritize retention efforts.

The strategic value of this analysis lies in its ability to inform your fundraising strategies. By pinpointing donors whose contributions are declining, you can take proactive measures to re-engage them, tailoring communication and outreach efforts to address their specific concerns or barriers to giving. This targeted approach can enhance donor relationships, increase retention rates, and ultimately improve fundraising outcomes.

You should consider running this analysis at key points in your fundraising calendar, such as after year-end or during strategic planning sessions. Development officers and fundraising directors should review the results to identify donors who warrant immediate attention and personalized engagement strategies. Applying these insights may involve scheduling follow-up meetings, crafting tailored communication campaigns, or implementing donor appreciation initiatives specifically designed for those identified as at risk.

To evaluate the impact of this analysis, you can measure success by tracking donor retention rates and how many of the identified at-risk donors re-engage and increase their giving in the subsequent fiscal year. Additionally, monitoring the overall performance of the 'Middle' segment after targeted interventions will provide insight into the effectiveness of your retention strategies and the long-term viability of your donor base.