First-Time Middle Donors (Last 3 Years year) Acquisition by Month Analysis

First-Time Middle Donors (L3 yr) Acquisition by Month Analysis

How to use the First-Time Middle Donors (Last 3 years) Acquisition by Month Analysis analysis

This analysis identifies and evaluates new middle-level donors-those who have given for the first time in the last three fiscal years at levels within your organization's defined middle donor range-and tracks their acquisition trends by month. Drawing from your Gifts data and organizational thresholds for middle donor amounts, this analysis highlights when these donors first contribute, the amount they initially give, and their total giving in their first and second years. Importantly, it calculates two retention metrics: the percentage who give again in their second fiscal year (Next Fiscal Year Retention Rate (%)) and, of those, the proportion making their second-year gift in the same month as their original gift (Next Fiscal Year Anniversary Rate (%)).

You can use this analysis to identify the most effective months for acquiring new middle donors, assess the average giving levels in the first and second years, and uncover patterns in donor retention and giving behavior. By understanding which acquisition months yield donors with higher retention or upgrade rates, you can tailor campaigns and stewardship efforts to achieve optimal long-term value. This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines, allowing you to spot emerging trends over time.

Development officers and fundraising directors should review this analysis monthly and after major campaigns to inform strategies for donor acquisition timing and follow-up. Suppose you observe that donors acquired in certain months (for example, during a year-end campaign) have higher retention and anniversary giving rates. In that case, you can time stewardship communications and renewal asks more precisely, for instance, targeting anniversary months with tailored outreach for future gifts. Additionally, average gift and total giving figures enable you to identify months where new donors tend to enter at higher levels, suggesting opportunities to optimize scheduling of future campaigns and appeals for maximum impact.

You should measure success by tracking increases in next-year retention and anniversary rates for new middle donors, as well as growth in average second-year giving. Over time, improved results should translate into stronger donor pipelines and higher overall revenue from the middle donor segment, validating the strategic use of Constituent Intelligence to guide your engagement efforts.