Existing (Last 5 Years) Donor Major Gift Prospect Overview Analysis

Existing (L5 yr) Donor Major Gift Prospect Overview

How to use the Existing (L5 yr) Donor Major Gift Prospect Overview analysis

This analysis helps you identify, segment, and better understand your most significant donors-those who have given at least one top-level gift in the past five years, as defined by your organization's "top_min" threshold in the Thresholds table. By focusing on this cohort, you can track not only their total (lifetime) giving but also key behaviors, such as the size and recency of their largest gifts, their giving in the last 12 months, and how recently they have donated. The analysis segments these donors into High, Medium, Emerging, and Core Top Level Donor prospect levels, based on how much their largest gift exceeds your top-level threshold. This allows you to quickly identify which supporters have major gift potential and who may be ready for a more personalized engagement strategy.

Use this analysis to identify actionable insights for your major donor pipeline. The inclusion of metrics such as average and median giving amounts, days since the last gift, and recent giving activity helps you prioritize outreach. For example, the "Recent Givers (90 Days)" metric points you toward engaged donors who may be receptive to stewardship or upgrade asks, while tracking "Median Days Since Last Gift" can highlight who might require re-engagement. The "Avg Lifetime Giving" and "Avg Largest Gift" inform you about the depth of each segment's support, helping tailor your cultivation and solicitation plans.

This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines. Major gift officers, development directors, and prospect research staff should review it to identify prospect movement, set meeting priorities, and track the health of each segment. You can use the segmented insights to develop targeted strategies: for instance, assign High Prospects to personalized moves management plans, while creating tailored stewardship journeys for Emerging Prospects to encourage upgrades. Consider using supplemental donor profile information alongside these metrics to craft highly personalized outreach that acknowledges past giving and speaks to the donor's unique relationship with your mission.

Success measures for this analysis include increased conversion of prospects to higher giving levels, improved retention among top-level donors, and a shorter lag between gifts for each segment. Monitoring changes in these metrics over time will help you refine your Constituent Intelligence practices and demonstrate the effectiveness of your donor engagement strategies.