How to use the Attrition Warning Summary View analysis
This analysis provides a strategic, data-driven overview of donor attrition risk across your active donor base, drawing on each donor's giving history over the past four years and their most recent activity. By combining gift data from your Gifts and Constituent records, it identifies for each donor their total giving, recent giving in the last 24 months, trends compared to the previous period, and how long it has been since their last gift. Donors are automatically grouped into meaningful giving segments (Top, Middle, Bottom, or Lapsed) based on recent giving levels, and each is assigned a risk score reflecting recency, changes in giving patterns, and frequency of gifts.
You'll see summarized results by donor segment and risk level, such as Critical Risk or High Risk, along with recommended actions for each group. These recommendations prioritize where to focus your outreach, ranging from URGENT - Personal Intervention, for high-risk top donors, to LOW - Standard Communication, for donors at lower risk. Supporting information, including average and median recent giving, average lifetime value, and average number of months since the last gift, enables you to assess the characteristics of each group quickly. These details help you tailor outreach with more personal touches-for example, referencing a donor's long-term commitment or recent changes in their giving behavior.
Key calculations include the risk score (based on recency, giving trends, and gift frequency), current segment assignment, and giving trend (Growing, Stable, Declining, or New/Reactivated). These metrics matter because they highlight donors most at risk of lapsing and identify those whose support is changing, giving you early warning before relationships are lost.
You should review this analysis as part of your regular Constituent Intelligence routines. Fundraising directors, major gift officers, and donor stewardship teams can utilize it to prioritize which donors to contact, determine the level of personalization required, and adjust their stewardship strategies. For example, you might assign your most experienced relationship managers to reach out personally to high-risk top donors, while automating re-engagement communications for medium-risk donors in the bottom segment. Regularly sharing these insights in team meetings ensures everyone is aligned on retention priorities.
To evaluate success, track changes in donor retention rates, reductions in the number of high-risk donors over time, and improvements in reactivation of previously declining or lapsed supporters. By applying the actionable insights surfaced in this analysis, you ll strengthen your donor relationships and focus resources where they have the greatest impact.