> ## 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.

# Growing & keeping value

> Grow regular giving, move donors up in value, win back lapsed donors, and understand long-term value

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.

<Note icon="camera">**Screenshot to add** — Subscriptions: KPI row + monthly net change + attrition-by-tenure.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Donor value movement: the tier-transition matrix.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Lapsed donors: KPI row + lapsed-by-band charts.</Note>

## 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.

<Note icon="camera">**Screenshot to add** — Cohort retention: the retention heatmap.</Note>

## 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.

<Tip>
  Cohort retention and donor trajectory together answer "are we acquiring donors who last and grow?" — the foundation of sustainable income.
</Tip>

<Note icon="camera">**Screenshot to add** — Donor trajectory: the giving-trajectory chart + origin breakdown.</Note>