Acquisition
Where new donors come from and how many come back. KPIs — new donors vs last year, and the average first gift this year (with the file-wide average for reference). Charts — new donors per month, and average first gift by year (with a reference line at the file average). Tables — value by source: average first gift, estimated 12-month value, and second-gift conversion at 90 days and 12 months, per acquisition source. Controls — a year selector.Screenshot to add — Acquisition: KPI row + value-by-source table.
First gift to regular
The journey from a first gift to repeat giving — and where donors drop off. Charts — a cohort funnel (first gift → second → third → currently active) with conversion rates and median timing. Tables — communications touchpoints: the typical number of DM/TM contacts before each gift stage.Screenshot to add — First gift to regular: the conversion funnel.
Donor segments (RFM)
Donors grouped by how recently and how often they give, coloured by average gift value. KPIs — tiles for champions, at-risk, hibernating and lost segments. Charts — a recency × frequency grid, coloured by mean gift value. Tables — a segment summary (donors, % of donors, income, % of income).Screenshot to add — Donor segments: the RFM grid + segment summary.
Lapsing & churning
Are the donors you’re losing valuable — and can you afford to lose them? KPIs — the split of the base into active / lapsing / churning (count and % of base). Charts — active vs lost value bars (subscription donors active vs churned; sporadic donors active vs lapsed), and a segment-transition view (active → warm → cooling → cold → lost) over time. Tables — “Are we losing valuable donors?”: median value of donors going quiet vs active peers, with the % difference. Controls — a year selector for the transitions; an expander defines active / lapsing / churning / lapse bands.Screenshot to add — Lapsing & churning: the value-comparison table + segment-transition chart.
Contact frequency
How the number of times you contact donors relates to their giving — a signal to investigate, not proof of cause. Charts — a 2×2 grid plotting net giving, response rate, gift count and gift size against contact-frequency band, one line per tier. Tables — an apparent optimal contact band per tier, flagging tiers that look over-contacted and the value potentially at risk. Controls — a channel selector (all / DM / TM) and a year selector.Screenshot to add — Contact frequency: the 2×2 metric grid + optimal-band table.