How to use the Segment Migration Detail (Last 5 FY)

This analysis provides a comprehensive overview of individual donor migration patterns during their first five fiscal years with your organization. It utilizes data from donor gifts, including the amount and date of each gift, to categorize donors into segments-Top, Middle, and Bottom-based on their cumulative giving. The analysis specifically focuses on donors whose initial contribution occurred between five to nine fiscal years ago, allowing you to observe their giving behavior over a significant period.

Key calculations in this analysis involve determining each donor's segment for each fiscal year they contributed. By tracking the segment status over five years, you can identify whether donors upgraded to higher tiers, maintained their current status, or lapsed. This information is crucial because it helps you understand donor retention and upgrading trends, which are essential for effective fundraising strategies. Knowing how many donors have moved up or down in segments can inform your engagement tactics and resource allocation.

The strategic value of this analysis lies in its ability to guide your fundraising initiatives. By identifying which segments have the highest rates of retention or upgrades, you can tailor your communication and stewardship efforts to nurture these relationships. For example, if you notice that a significant number of donors from the Middle segment are lapsing, it may warrant an intervention, such as targeted outreach or exclusive events aimed at re-engaging them.

You should consider running this analysis annually, ideally after the fiscal year ends, to capture the most recent donor behavior. Fundraising directors and development officers should review the findings to make informed decisions about donor engagement strategies and to identify potential areas for improvement. Apply the insights by focusing your donor appreciation efforts on those who have upgraded and implementing re-engagement tactics for those who have lapsed.

To evaluate the impact of using this analysis, you can track metrics such as changes in retention rates, the number of donors moving up in segments year-over-year, and overall increases in donor revenue. Monitoring these success measures will help you assess whether your strategic adjustments based on the analysis are yielding positive results in donor engagement and fundraising outcomes.