How to use the Top Donors whose gift size is Decreasing analysis.

This analysis identifies donors designated as 'Top' givers during the last full fiscal year whose average gift size has decreased compared to the prior year. By examining data from your donor database, particularly focusing on gifts made over the last three fiscal years, this analysis helps you pinpoint donors who may need renewed engagement to maintain their support.

The analysis calculates several key metrics, including total giving for the last fiscal year, average gift sizes for the last three fiscal years, and a trend score that indicates the direction of their giving behavior. Specifically, it looks at whether the average gift size has declined, remained stable, or increased over time. This information is critical because it highlights donors who may be at risk of disengagement, allowing you to target your outreach and retention efforts effectively.

The strategic value of this analysis lies in its ability to inform your fundraising strategies and donor management practices. By identifying top donors with decreasing average gifts, you can initiate personalized engagement strategies to address potential concerns that may have led to reduced giving. Understanding the dynamics of donor behavior enables you to tailor your communications, ensuring that you actively foster relationships with these key supporters.

You should consider running this analysis at the end of each fiscal year, immediately following your financial reviews. It is particularly relevant for fundraising directors and development officers who are responsible for donor stewardship and retention. After reviewing the results, you can develop targeted outreach campaigns, such as personalized thank-you messages, invitations to exclusive donor events, or tailored updates on the impact of their contributions.

To measure the success of actions taken based on this analysis, track the following metrics: the response rate to outreach efforts, the retention rate of identified donors in subsequent years, and any increases in average gift sizes among previously declining donors. Additionally, you can assess changes in donor engagement levels by monitoring attendance at events or participation in surveys. By utilizing these insights and adjusting your strategies accordingly, you can enhance your overall donor retention efforts and strengthen long-term relationships with your most valuable supporters.