How to use the Bottom Donors whose gift size is decreasing analysis.

This analysis focuses on identifying donors who belong to the "Bottom" giving segment and whose average gift size has decreased over the past year compared to the year before. By examining historical gift data, it determines which individuals are experiencing a decline in their giving patterns, providing critical insights for your fundraising strategies. The analysis utilizes data from your Gifts and Constituents tables, alongside a set of established thresholds, to filter and categorize donors effectively.

Key calculations include the total giving amounts and average gift sizes over the last three fiscal years. Specifically, it computes the average gift for the last full fiscal year and the two previous years, allowing you to spot trends in donor behavior. The analysis also assigns a trend score to each donor, which reflects their giving history and recent changes in their contributions. This scoring system is valuable because it helps you differentiate between donors whose giving is steadily declining and those who may need more engagement or a different approach.

The strategic value of this analysis lies in its ability to highlight potential issues with donor retention and engagement. By identifying donors whose contributions are decreasing, you can proactively reach out to them with tailored communications or targeted appeals. Understanding these trends allows you to develop specific strategies to re-engage these individuals, possibly through personalized messaging that acknowledges their past contributions and encourages renewed support.

You should consider running this analysis at the beginning of each fiscal year, especially after your annual fundraising campaigns, to assess donor retention and identify those who may need additional attention. Development officers and fundraising directors should review the findings, as they can inform donor outreach strategies and help prioritize engagement efforts. Insights gained can be applied by creating targeted re-engagement campaigns or offering special recognition to loyal donors, which may encourage them to increase their giving.

To evaluate the success of implementing this analysis, you can measure the increase in donations from identified donors over the subsequent fiscal year. Tracking donor responses to personalized outreach and monitoring retention rates among those who received special engagement efforts will also provide valuable insights into the effectiveness of your strategies. Ultimately, by leveraging this analysis effectively, you can enhance donor relationships and foster a more sustainable fundraising program.