This theme explains the shape of your income: how dependent you are on a few donors, which campaigns and seasons drive giving, how gifts cluster, and what moved income between periods.
Income concentration
How much of your income rests on a small number of donors — your concentration risk.
KPIs — share of income from your top 1% / 10% / 25% of donors, and a Gini measure (0 = perfectly even giving, 1 = all income from one donor; higher = more concentrated).
Charts — a Lorenz curve (cumulative income vs cumulative donors; the further it bows from the diagonal, the more concentrated).
Tables — income by donor tier (donors, total income, mean gift, % of file, % of income).
Controls — a year selector.
KPI row
Lorenz curve
Income by donor tier
Campaign attribution
Which campaigns actually drove giving, with gifts matched to a mailing within an attribution window.
Charts — attributed income per campaign (top N, filterable by channel).
Tables — per-campaign detail with optional response rates, plus a by-channel comparison (total / median income per channel).
Income seasonality
When income arrives across the year — and how exposed you are to a single period.
KPIs — peak month and its share of annual income, plus the Nov–Dec concentration.
Charts — a monthly income heatmap (absolute and % of annual), and a year-overlay line of monthly patterns across years.
KPI row
Monthly heatmap
Year-overlay
Gift distribution
Where donors are giving now — the spread of gift sizes.
Charts — a histogram of gift amounts, and a year-on-year change by band.
Tables — the most common gift amounts (count and % of total).
Controls — a year selector.
Histogram
Top gift amounts
Income waterfall
The single most useful “what happened to our income?” view — it decomposes the change between two periods into drivers.
KPIs — net income change (with %), opening and closing income, and a biggest-lever callout naming the bucket that moved the total most.
Chart — the waterfall: Opening → + New → + Reactivated → + Upgrade → − Downgrade → − Lapsed → Closing. Green steps add income, red remove it.
Detail — the same waterfall per segment (subscription, sporadic, large + middle donors), with a per-bucket breakdown (amount and donor count).
Controls — rolling-12-months vs calendar-year view, with a year selector.
“Income went up 4%” becomes “we gained €X from new donors but lost €Y to downgrades” — the waterfall turns a single number into an action list.
Overall waterfall
Expanded bucket
Subscription donors
Large + middle donors
Sporadic givers
