Donor Acquisition And Retention: Analyze By Calendar Or Fiscal Year
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As you build your donor base, focus on both the acquisition of new supporters and the retention of your existing fans. The real win of acquisition is when those new donors stick around for the long haul as loyal supporters! In Raiser's Edge NXT, you can analyze your ongoing donor acquisition, retention, and recapture efforts by both calendar and fiscal years.
By calendar year. To gauge donor acquisition and retention over the past 12 months, use the Donor lifecycle metrics under Overview in Fundraising, Analyze.
- Under Donors by lifecycle status, you can quickly view where constituents currently fall in the donor lifecycle to help prioritize interactions and constituent relationships.
- Under Donor lifecycle over time, you can track donor retention, acquisition, and recapture efforts over the past five years, compared to donor attrition like lost or lapsing donors.
- Acquired donors gave their first gift within the past 12 months, or any gift within the past 12 months after more than five years since their last gift. Thank them quickly and warmly for the generosity, and look for ways to keep them involved.
- Retained donors gave within the past 12 months and less than 15 months since their previous gift. These are your at-least annual givers, who you may have — or should, if you haven't already — set up with an automatic recurring gift.
- Recaptured donors gave within the past 12 months, after more than 15 months since their previous gifts. To prevent a relapse, show your appreciation for their return to the fold, and try to learn from them how you can improve engagement.
By fiscal year. Elsewhere in Fundraising, Analyze, you can instead gauge these donors by your fiscal year.
- Under Acqusition, you can analyze donors who gave for the first time — or again, after more than five years after their previous gift — during the current fiscal year. You can also analyze the giving of these donors and compare it to giving over previous years.
- For a list of your acquired donors or their gifts, select the Acquired donors total or Acquired revenue amount.
- Under Rolling donor acquisition, you can track acquisition over the past five years rather than fiscal year.
- Under Retention, you can analyze donors who gave during both the current and previous fiscal years. You can also analyze the giving of these donors and compare it to giving over previous years.
- For a list of your retained donors or their gifts, select the Retained donors total or Retained revenue amount.
- To help identify donors to retain, you can view how many gave during the previous fiscal year but not the current fiscal (i.e., "Last Year, But Unfortunately Not This year") with the LYBUNT donors total (and select the total for a list of those donors).
- Under Rolling donor retention, you can track retention over the past five years rather than fiscal year.
- Under Recapture, you can analyze donors who gave during the fiscal year after more than 15 months since their previous gift, within the past five years.
- For a list of your recaptured donors or their gifts, select the Recaptured donors total or Recaptured revenue amount.
- To help identify donors to recapture, you can also view how many gave two to five fiscal years ago but not during the current fiscal year with the Recapturable donors total (and select the total for a list of those donors).
- Under Rolling donor recapture on this dashboard, you can track recapture efforts over the past five years rather than fiscal year.
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Blackbaud Raiser's Edge NXT® Blog
04/13/2017 5:05pm EDT
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