How to use the New Donors Last Fiscal Year

This analysis focuses on identifying and evaluating new donors who made their first contribution in the last complete fiscal year. It uses data from your gifts and constituents records to examine their giving patterns both in the previous fiscal year and the current one. The analysis provides a comprehensive view of these new donors, offering insights into their initial and subsequent giving behavior.

Key calculations include determining the first fiscal year a donor gave, the number and amount of gifts they contributed in the last fiscal year, and their ranking among all donors based on total giving. It also tracks their current fiscal year giving, including the number and size of gifts, and compares this year's giving to the same period last year. This is crucial for assessing donor retention and growth, as it helps you understand if these new donors are maintaining, increasing, or decreasing their support.

Strategically, this analysis is valuable for tailoring your engagement strategies with new donors. By understanding their giving patterns, you can identify potential trends and strategize on how to nurture these relationships. For instance, recognizing donors whose giving is increasing could prompt targeted communication to further cultivate their involvement. Conversely, identifying donors whose giving has lapsed or decreased can trigger re-engagement efforts.

You should consider running this analysis at the beginning of each fiscal year to assess the previous year's new donor cohort. It is particularly useful for fundraising directors and development officers who are responsible for donor engagement strategies. By reviewing these insights, they can align their strategies with donor behaviors and potentially adjust solicitation plans or stewardship activities.

To measure the success of this analysis, track metrics such as the retention rate of new donors, the increase in average gift size, and the conversion rate of new donors to recurring donors. Additionally, monitor the effectiveness of any targeted engagement strategies that are implemented based on these insights. Success in these areas indicates effective use of the analysis, leading to stronger donor relationships and increased fundraising outcomes.

Analytics Reference: QX174

Focus: 2.1: Outright Lapse Mitigation YOY

Type: Cohort | Lifecycle: Acquisition | Time: Retrospective (LFY) | Audience: Operational

Segments: Top, Middle, Bottom | Scope: Segment, Individual Donor

COLLECTIONS: New Donor Onboarding Monitor

WORKFLOWS: New Donor Journey Monitor (Step 1)

VARIANT FAMILY: New Donors Acquired (segment variants)

Other members: QX48 New Top Donors Acquired LFY; QX50 Last FY First-Time Donors Detail -Covered in ; QX87 New Middle Level Donors LFY

ALSO TRY: QX6 First Time Donor Second Gift Analysis; QX14 New Donor to Second Gift Conversion; QX26 First-Time Donor 13-Month Retention