How to use the Segmentation Data LFY-2 analysis
This analysis provides a clear snapshot of donor giving from the fiscal year two years prior to the most recently completed fiscal year, focusing solely on living constituents. By aggregating each donor's total gift amounts from that specific fiscal year, you gain insight into historic giving patterns that are crucial for understanding donor retention, reactivation opportunities, and trends in donor engagement over time. The information is derived from your Constituent and Gift datasets, matching donor records to their corresponding gift histories and excluding any constituents marked as deceased, ensuring that your outreach remains relevant and appropriate.
The core calculation in this analysis is the total giving amount per donor for the targeted fiscal year, which allows you to identify lapsed donors, previously high-value supporters, or individuals whose giving has fluctuated. Sorting the results by total giving helps you quickly spot top past donors who may not have been recently engaged, making this especially useful for segmentation and prioritization as you plan appeals and stewardship efforts. If your analysis includes additional donor attributes, such as contact information, affiliation, or giving channel, you should use these details to tailor your outreach for greater resonance and effectiveness.
Strategically, this analysis equips you to identify donors whose giving may have declined or lapsed since the fiscal year in question, enabling you to design targeted re-engagement campaigns. You can use it to segment and personalize communication for former major donors, mid-level supporters, or those who could be reactivated with the right message. Reviewing this as part of your Constituent Intelligence routines ensures you remain proactive in tracking shifts in donor behavior and adapting your strategies accordingly.
Development officers and annual giving managers should review this analysis regularly, especially ahead of campaign planning or stewardship cycles. Use these insights to prioritize personal outreach to lapsed or downgraded donors, craft tailored stewardship messages that reference past giving, and set benchmarks for reactivation goals. Success can be measured by tracking the number and value of reactivated donors, the overall lift in engagement from targeted segments, and improvements in year-over-year donor retention rates. Leveraging this analysis effectively will help you strengthen donor relationships and maximize your fundraising results.