How to use the Donor Retention Statistics

This Dashboard provides additional visual references to your donor retention trends.

The Segment Size Trend Viualization let's you see at a glance the relative size and size trends for each of your three core donor segments (Top, Middle, and Bottom).

The Donor Outcomes visualization let's you see within each segment the percentage pof donors who Upgraded, Maintained, or Downgraded their giving totals to the extent that the total impacted the segment they are part of, or the percentage of donors from a segment that Lapsed completely.

The Lapse Rate Trend By Segment visualization lets you see which direction your donor lapse rates are headed by segment.

The Retention Rate By Segment visualization let's you see which direction your donor retention rates are headed by segment. It is the converse of the lapse rates. Some orgaizations prefer one view over the other, but they bascially provide the same info.

The Segment Movement ratio analytic shows the ration of donors whose annual giving total resulting in them maintaining or increasing their segment level versus downgrading their segment level or lapsing completely. It is shown for each segment. Numbers greater than 1.0 are healthiest, although it is possible to have a few large donors sustain or grow annual giving totals while this number is trending down, but most organizations would consider this concerning.

The Net Segment Movement Rate analytic is a similar calculation to the Segment Movement ratio. It is calculated by takeing the sum of the number of donors from a segment who maintained or upgraded their segment minus the number of donors who downgraded their segment or lapsed divided by the Total number of Donors. Positive number are better than negative.