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This theme is about value over time: your regular-giving base, how donors move up and down in value, the win-back opportunity in lapsed donors, and how much each cohort is worth long term.

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Subscriptions

The health of your regular-giving (direct debit / standing order) base. KPIs — active regular givers, committed income, attrition rate, and average gift size. Charts — monthly net change in both count and committed income (starters vs cancellations, with a net line); attrition by tenure (where in the lifecycle cancellations cluster); and how donors convert to regular giving (conversion rate + when in their journey they converted). Controls — a date-range slider, and an acquisition-cohort selector on the conversion funnel.
Subscriptions KPI row

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Donor value movement

Who moved up or down a tier from last year to this year. KPIs — the share of donors who moved up / stayed / moved down / lapsed. Charts — a tier-transition matrix (last year → this year), with upgrade candidates surfaced.
Donor value movement KPI row

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Lapsed donors

The win-back opportunity, sized. KPIs — total lapsed donors, potential recovery revenue (at an assumed reactivation rate), and a highlight on lapsed middle donors. Charts — lapsed donors by band (warm → cooling → cold), with projected recovery revenue. Tables — the bands detail.
Lapsed donors KPI row

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Cohort retention

Whether your supporters stick around — tracked by the year they were acquired. KPIs — donors in the selected tier. Charts — a retention matrix and heatmap: for each acquisition year, the share still giving in later years. Controls — a tier selector (split by lifetime-value tier), with the LTV cut-offs shown.
Cohort retention heatmap

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Donor trajectory

How giving evolves over a donor’s lifetime. KPIs — donors in the selected tier. Charts — median and mean gift by years since first gift, per value tier; and, for top-tier donors, an origin breakdown (always major vs grew into it). Controls — a tier selector, with the LTV cut-offs shown.
Cohort retention and donor trajectory together answer “are we acquiring donors who last and grow?” — the foundation of sustainable income.
Donor trajectory giving trajectory chart