How to use the Recently Lapsed Top Donors (15 mo) analysis

This analysis identifies top segment donors who have recently lapsed, defined as those who have not contributed within the last 15 to 36 months. By focusing on this specific timeframe, you can target donors who may still be receptive to re-engagement efforts. The analysis utilizes data from multiple sources, including donor gift history and thresholds for top annual giving, to create a comprehensive view of each donor's engagement and giving patterns.

There are other variations of this analytic that use 12 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.

Key calculations within the analysis include determining total annual giving for each donor, identifying the most recent consecutive years of giving, and calculating lifetime statistics such as total gifts and average gift amounts. Metrics like the months since the last gift and the number of years with at least one contribution are crucial as they help prioritize outreach efforts. Specifically, knowing how long it has been since a donor’s last contribution can guide your timing and messaging in communication strategies, enhancing the likelihood of successful re-engagement.

You can leverage this analysis to make informed decisions about which lapsed donors to approach. By focusing on those who were previously top donors, you stand a better chance of rekindling their support. Additionally, by understanding their giving history and behaviors, you can tailor your outreach to resonate more deeply with their philanthropic motivations. This strategic approach not only helps in recovering lost donations but also strengthens your overall donor relationships by demonstrating that you value their past contributions.

You should consider running this analysis quarterly, as it allows you to stay on top of your lapsed donor pool and adjust your engagement strategies based on the latest data. Development officers and fundraising directors should review the findings to inform targeted re-engagement campaigns. For instance, personalized communication campaigns can be crafted based on each donor's previous giving patterns, emphasizing how their contributions have made a positive impact.

Success measures for evaluating the impact of using this analysis should include tracking the response rate of lapsed donors engaged through targeted campaigns. You can also monitor the average donation amount from those re-engaged donors compared to previous contributions. Additionally, assessing the overall retention rate of re-engaged donors over the next fiscal year can provide insights into the effectiveness of your strategies and highlight areas for further improvement.