> ## 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.

# Where income comes from

> What drives your income — concentration, campaigns, seasonality, gift sizes, and what moved the total

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.

<Note icon="camera">**Screenshot to add** — Income concentration: KPI row + Lorenz curve.</Note>

## 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).

<Note icon="camera">**Screenshot to add** — Campaign attribution: top campaigns by attributed income + channel comparison.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Income seasonality: monthly heatmap + year-overlay.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Gift distribution: histogram + YoY change by band.</Note>

## 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.

<Tip>
  "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.
</Tip>

<Note icon="camera">**Screenshot to add** — Income waterfall: the overall waterfall + an expanded per-bucket breakdown.</Note>