Top Level Donor Loyalty Analysis

Top Level Donor Loyalty Analysis

How to use the Active Top Level Donor Loyalty Analysis analysis

This analysis identifies and profiles your most loyal top-level donors, focusing on those whose annual giving has consistently met or exceeded your organization's "top donor" threshold. Using data from constituent records and gift histories, the analysis calculates several key loyalty metrics, including the total number of years a donor has given at the top tier, their longest streak of consecutive top-tier years, and whether they are currently maintaining such a streak. It also highlights each donor's total lifetime giving and the most recent year in which they contributed, providing a comprehensive picture of their engagement trajectory.

You will find that the analysis not only surfaces the core loyalty calculations but also provides supporting information, such as donor names, whether the donor is an organization, and their deceased status. These additional columns are essential for personalizing your stewardship and tailoring outreach, allowing your team to recognize organizational donors differently and to avoid outreach to deceased individuals.

The primary metrics — current consecutive streak, maximum consecutive years, total years at top level, and most recent gift year—clarify which donors are sustaining or increasing their high-level support, and which may be at risk of lapsing. For instance, a declining current streak or an absence of a recent gift may indicate a need for immediate engagement. Conversely, a long consecutive streak highlights donors worthy of special recognition or cultivation for legacy giving.

Strategically, you can utilize these insights to prioritize relationship-building with your most loyal supporters, to intervene proactively with donors whose top-level giving streaks may be coming to an end, and to segment your stewardship efforts by loyalty patterns rather than just by "giving amount". Fundraising directors and frontline gift officers should review this analysis regularly, ideally in portfolio review meetings, to spot opportunities for personalized touches, targeted asks, or timely re-engagement. This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines.

To evaluate the effectiveness of this analysis, track subsequent donor retention rates among top-tier donors, the reactivation of lapsed streaks, and the growth in multi-year high-level giving. Success will be reflected in improved donor retention, increased development of the major gift pipeline, and more meaningful, data-driven stewardship actions.