How to use the Bottom Donors whose gift size is increasing analysis

This analysis identifies donors in the 'Bottom' giving segment during the last full fiscal year who increased their average gift size from the previous year. It pulls data from your donor database, focusing on gift amounts, donor segments, and fiscal-year timing to identify donors who are demonstrating positive giving trends despite lower overall contribution levels.

The analysis begins by establishing thresholds for the bottom segment and identifying the last full fiscal year. It then calculates the first year of giving for each donor to understand their giving history. For the last three fiscal years, it aggregates total and average gift amounts, allowing you to compare trends over time. Key metrics include total giving in the last fiscal year and average gift sizes for the last three fiscal years. The analysis particularly highlights donors whose average gift size increased from the previous year, indicating potential opportunities for deeper engagement.

Understanding these metrics is crucial because they reveal which bottom-tier donors may be becoming more committed or interested in your organization. By identifying those whose giving has increased, you can target your engagement efforts effectively. This strategic focus allows you to nurture these relationships, potentially upgrading them to higher giving segments in the future.

To maximize the utility of this analysis, consider running it at the beginning of each fiscal year, shortly after you have finalized the previous year’s giving data. This timing allows you to identify and engage with promising donors while their giving behavior is still fresh. Fundraising directors and development officers should review the results to prioritize outreach to these identified donors, tailoring communication and engagement strategies to foster their growing interest.

For actionable recommendations, personalize follow-ups with these donors by acknowledging their increased support and sharing the specific impact of their contributions. Consider inviting them to exclusive events or providing behind-the-scenes insights into your organization’s work. Additionally, assess the effectiveness of your strategies by tracking the conversion rate of these donors to higher giving levels over the subsequent year.

To measure success, monitor metrics such as the percentage increase in total contributions from these identified donors, the number of donors who upgrade their giving levels, and engagement metrics such as event attendance or participation in donor surveys. By evaluating these outcomes, you can refine your donor engagement approach and further enhance your fundraising strategies.