How to use the Recently Lapsed Top Donors (18 mo)

This analysis identifies top donors who have recently lapsed in their giving, specifically those whose last donation was made between 18 and 36 months ago. The data used includes donor gift history, fiscal year donations, donor details, and thresholds that define what constitutes a "top donor." By focusing on this specific donor segment, you can gain insights into potential opportunities for re-engagement and identify donors who may be at risk of becoming permanently inactive.

Key calculations in this analysis include determining the total giving for each donor in each fiscal year, identifying the most recent consecutive giving streak, and calculating lifetime donor statistics such as total gifts, average gift amount, and months since the last gift. The analysis also checks whether donors meet a predefined "top donor" threshold during their last active fiscal year. These metrics are crucial as they help you understand donor behavior patterns, identify consistent giving trends, and pinpoint when donors began lapsing.

Strategically, this analysis can guide you in optimizing your donor retention efforts by highlighting high-value donors who have not been engaged recently. By understanding the giving patterns and last gift details, you can tailor communication and engagement strategies to these lapsed donors, potentially reigniting their interest and support.

To maximize the benefits of this analysis, you should consider running it quarterly to keep the information current and actionable. Development officers and fundraising directors should review the findings to identify which lapsed donors to prioritize for personalized outreach. Utilize the insights to craft targeted re-engagement campaigns, focusing on personalized communication that acknowledges their past contributions and invites them back into the fold.

Success measures for evaluating the impact of this analysis could include tracking the percentage of lapsed donors who re-engage and make new gifts following targeted outreach. Additionally, you should monitor the total dollar amount recovered through re-engagement efforts with these specific donors. By regularly assessing these metrics, you can gauge the effectiveness of your donor retention strategies and make informed adjustments to improve donor loyalty and retention rates.