How to use the First-Time Bottom Donors (L3 yr) Acquisition by Month Analysis analysis
This analysis enables you to track and understand the acquisition patterns and early retention performance of your first-time bottom donors- those whose total giving in their first fiscal year is at or below your organization's defined bottom donor threshold-over the past three fiscal years. Drawing on your Gifts data and a segment threshold from your Constituent Intelligence system, the analysis identifies when new bottom-tier donors first give, the value of their initial gifts, and how well they are retained into their next fiscal year. It also highlights whether retained donors give again during the same month in their second year, indicating potential for anniversary or habit-forming giving behavior.
You will see, for each acquisition month, the number of new bottom-level donors acquired, the average first gift size, average total giving in their first and second years, and two critical retention metrics: the percentage who gave again in the following fiscal year, and, of those, the percentage who repeated their gift in the anniversary month. These measures help you pinpoint which months are most successful for acquiring bottom-tier donors and which months yield better long-term retention, allowing you to optimize future campaigns and stewardship strategies accordingly.
Frontline fundraisers can leverage the detailed donor-level data supporting this analysis to personalize outreach. For example, knowing a donor s first gift amount, acquisition month, and retention pattern can help tailor messages-such as referencing their giving anniversary or acknowledging consistent support.
Strategically, utilize these insights to refine donor acquisition timing, adjust stewardship touchpoints, and prioritize follow-up with recent donors who are at risk of lapsing. Development directors, annual giving managers, and donor engagement staff should review this analysis monthly to spot trends, inform campaign planning, and target retention efforts. Consider segmenting stewardship by acquisition month or testing tailored anniversary communications for cohorts showing high anniversary retention rates.
To measure success, track improvements in first-year and second-year retention rates, increased average gift amounts among bottom donors, and the growth in anniversary giving rates over time. This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines to ensure your strategies remain data-driven and responsive to donor behavior.