How to use the CFY results vs Monthly Baseline by Segment

This analysis compares the current fiscal year's monthly giving performance against a three-year historical baseline, segmented by donor categories: Top, Middle, and Bottom. It leverages data from your gifts database, examining donor contributions over time to identify trends and deviations. By breaking down donor activity into segments and further into status categories (New, Retained, Recaptured), it provides a nuanced view of how different donor groups are performing.

The analysis involves several critical calculations. It first establishes thresholds to categorize donors into segments based on their annual giving amounts. It then tracks each donor's status each year to determine whether they are new, retained, or recaptured. Using this data, the analysis calculates average monthly giving over the past three years segmented by donor status and segment. These historical figures serve as the baseline against which current fiscal year performance is measured.

This analysis is strategically valuable for understanding how well you are engaging different donor segments compared to historical performance. It helps identify which segments are performing above or below expectations, allowing you to tailor engagement strategies accordingly. For example, if you notice that 'New' donors in the 'Top' segment are performing below baseline, it may signal the need for enhanced onboarding and engagement initiatives for high-potential new donors.

You should consider running this analysis monthly to keep a close eye on donor performance trends. Development officers and fundraising directors are key stakeholders who should review this analysis regularly to inform strategic decisions. By identifying segments that are underperforming, you can prioritize these areas for targeted campaigns or personal outreach, ensuring that efforts are aligned with areas of greatest need.

To measure success, track changes in donor retention rates and average gift size after implementing strategies based on this analysis. Additionally, monitor increases in giving from underperforming segments as a direct result of targeted engagement. By using this analysis regularly, you can enhance your understanding of donor behavior, improve relationship management, and ultimately increase fundraising effectiveness.