How to use the Revenue Opportunity Analysis

This analysis provides a comprehensive view of donor revenue trends year-over-year (YOY) across three segments-Top, Middle, and Bottom-based on the organization’s seven CI Priorities. It leverages data from the Gifts and Thresholds tables, focusing on gift amounts and donor engagement patterns over the past decade. By examining revenue gains and losses, you can set informed targets for the current fiscal year, facilitating strategic planning and resource allocation.

Key calculations in the analysis include the total revenue generated by each donor segment, the count of donors in each category, and the classification of donor movements into categories such as Lapsed, New, Recaptured, Increased, Decreased, and Same. These metrics reveal not just how much revenue is coming in but also provide insights into the health of your donor relationships. For example, a high number of lapsed donors can signal a need for re-engagement efforts, while an increase in new donors highlights successful outreach or campaigns.

Using this analysis strategically allows you to make data-driven decisions to enhance donor engagement and retention. For instance, if you notice a significant number of lapsed donors from the Top segment, you can prioritize targeted re-engagement initiatives to win them back. Conversely, if you see a surge in revenue from new donors, you might want to invest in onboarding strategies that deepen their connection to your mission.

You should consider running this analysis after the fiscal year ends and at key planning intervals throughout the year, ideally at the start of new campaigns or during strategic review meetings. It would be valuable for fundraising directors and development officers to review this analysis to align fundraising strategies with donor behaviors and revenue trends.

As you implement insights from this analysis, measure success through metrics such as increased donor retention rates, growth in new donor acquisition, and overall revenue growth compared to prior years. Tracking these indicators will help you evaluate the effectiveness of your engagement strategies and ensure you are responding proactively to donor needs.