How to use the Segment Migration Detail (Last 7 FY)

This analysis tracks the migration of donors acquired over the last seven completed fiscal years, extending into the current active fiscal year. It provides insights into how donor segments evolve over time, allowing you to see patterns of retention, upgrades, and lapses. The analysis uses data from donor gifts, including gift amounts and dates, while also incorporating thresholds that categorize donors into segments: Top, Middle, and Bottom. This segmentation is critical as it helps you understand the financial contributions from different donor levels and identify potential areas for increased engagement.

Key calculations involve determining the donor's segment for each fiscal year based on their total contributions. This is done by comparing their cumulative gift amount against established thresholds. It also identifies the initial segment of each donor at the time of acquisition, which provides a baseline for assessing how their engagement changes over the years. The analysis distinguishes between donors who have stopped giving and those who have yet to donate in the current year, offering a nuanced view of donor behavior.

The strategic value lies in your ability to pinpoint which donor segments are most likely to upgrade or lapse. By understanding these patterns, you can tailor your outreach strategies, enhancing engagement with high-potential donors and re-engaging those who have lapsed. This targeted approach can significantly improve donor relationships, ultimately leading to increased contributions and long-term support for your organization.

You should consider running this analysis at the end of each fiscal year or at the beginning of a new fundraising campaign. Fundraising directors and development officers should review it, as it contains valuable insights for strategizing donor engagement and retention efforts. Apply the insights by developing personalized communication strategies for different donor segments, focusing on lapsed donors with targeted re-engagement campaigns and recognizing those who have upgraded their giving.

To measure the success of applying this analysis, track the improvements in donor retention rates and the rate of upgrades among previously identified segments. Additionally, monitor the response rates to targeted campaigns that arise from the insights provided through this analysis. By continuously evaluating these metrics, you can refine your strategies and enhance the effectiveness of your fundraising efforts.