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.
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.
KPI row
Monthly net change
Attrition by tenure
Conversion funnel
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.
KPI row
Tier-transition matrix
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.
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.
Retention heatmap
Retention matrix
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.
Giving trajectory
Giving trajectory table
Origin breakdown
