> ## Documentation Index
> Fetch the complete documentation index at: https://docs.allyy.io/llms.txt
> Use this file to discover all available pages before exploring further.

# My donor base

> Who your donors are, how they move between segments, and whether you are over-contacting them

This theme is about people: where new donors come from, how they progress (or drop off), how they segment, who's drifting away, and whether your contact frequency is helping or hurting.

## 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.

<Note icon="camera">**Screenshot to add** — Acquisition: KPI row + value-by-source table.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — First gift to regular: the conversion funnel.</Note>

## 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).

<Note icon="camera">**Screenshot to add** — Donor segments: the RFM grid + segment summary.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Lapsing & churning: the value-comparison table + segment-transition chart.</Note>

## 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.

<Warning>
  Contact frequency isn't randomly assigned — your most valuable donors are contacted more by design. Read these curves as prompts to investigate, not rules to act on blindly.
</Warning>

<Note icon="camera">**Screenshot to add** — Contact frequency: the 2×2 metric grid + optimal-band table.</Note>