How to use the Recently Lapsed Top Donors (12 Mo) analysis

This analysis identifies top segment donors who have lapsed, specifically those whose last gift was received between 12 and 36 months ago. By examining data from your Gifts and Constituents tables, it reveals insights into donor behavior and engagement patterns. You can leverage this analysis to focus your re-engagement strategies on donors who have previously contributed significant amounts, thereby maximizing your fundraising potential.

There are other variations of this analytic that use 15 months or 18 months as the threshold for considering a top donor lapsed.  You should choose the version most appropriate to your Top Donor's giving cycles and typical time periods between gifts from your top donors.  You can find that info in other analytics within the CI Hub.

The analysis begins by establishing a threshold for what constitutes a "top donor" through the ClientThresholds common table expression (CTE). It then calculates total annual giving for each donor and assesses their giving patterns over the years. A critical part of the analysis involves determining each donor's most recent consecutive giving streak, which is essential for understanding their loyalty and engagement history. Key metrics include the number of years giving before lapsing, total gifts, average gift amounts, and the time since their last gift. These metrics are vital as they help you gauge not only the donor's previous engagement but also their potential for future giving.

Strategically, this analysis empowers you to make informed decisions by identifying high-value donors who may need targeted outreach. Understanding the time since their last engagement allows you to tailor your communication and re-engagement efforts. For instance, you can create personalized messaging that acknowledges their past contributions and invites them back into the fold, potentially reigniting their interest in supporting your cause.

You should consider running this analysis quarterly to ensure you’re consistently identifying lapsed donors within the relevant time frame. Development officers and fundraising directors should review the findings, focusing on the top lapsed donors who meet the threshold criteria. Use the insights to craft specific outreach campaigns, potentially offering personalized updates on the impact of their previous donations or inviting them to exclusive donor appreciation events.

To measure the success of using this analysis, track the re-engagement rates of identified donors and the total funds raised from these efforts. Additionally, monitor changes in the average donation amounts and the frequency of giving from these lapsed donors after your outreach. By doing this, you will not only assess the effectiveness of your re-engagement strategies but also build stronger, lasting relationships with your donor base.