How to use the First-Time Top Donors (L3 yr) Acquisition by Month Analysis analysis
This analysis helps you understand the monthly patterns in acquiring first-time top donors —those who, in their first fiscal year of giving, donate at or above your defined "top donor" threshold-over the last three fiscal years. Drawing from your gift and constituent databases, the analysis identifies each new top donor by their first gift month and fiscal year, tracks their giving in that initial year, and monitors whether they continue giving in the following year, including whether they give again in the same month ("anniversary giving"). The data powering this analysis includes constituent IDs, gift dates and amounts, annual giving totals, and retention patterns, as well as the custom "top donor" threshold set by your organization.
For each acquisition month, you see how many new top donors you acquired, their average first gift, their average total giving in year one and year two, as well as two crucial retention metrics: the percentage who gave again the following fiscal year, and the subset who made their second-year gift in the same month they were acquired. These metrics reveal seasonality in donor acquisition, the effectiveness of engagement efforts, and the relative strength of early donor relationships.
Use this analysis to identify the months that are most effective for acquiring high-value new donors, monitor year-over-year retention trends, and inform the timing and content of your stewardship strategies. For example, if you notice that donors acquired in certain months have higher retention or anniversary giving rates, you might adjust campaign timing, event calendars, or personalized follow-ups accordingly. If the analysis lists individual donors and includes their giving patterns or engagement markers, use these details to tailor outreach and deepen relationships, personalizing stewardship based on the timing and amount of their initial commitment.
Development directors and donor relations staff should review this analysis regularly—ideally, monthly or quarterly —as part of their Constituent Intelligence routines, particularly following key campaign periods or fiscal year transitions. Apply the insights by prioritizing stewardship touchpoints for recent top donor cohorts, testing new acquisition messages during high-performing months, and setting targeted retention goals. Success can be measured by tracking increases in next-year retention rates, growth in the number of first-time top donors acquired, and improvements in average gift sizes from these cohorts. Ultimately, using this analysis will help you develop a more predictive and data-driven approach to major gift pipeline development and long-term donor value.