Bottom Donor Gift Count Trends Analysis
This analysis (often used as a report) identifies bottom donors whose giving frequency has declined, which can be an early indicator of complete lapse.
Bottom Donor Gift Count Trends
How to use the Bottom Donor Gift Count Trends analytic
This analysis identifies individual donors whose giving activity places them in the bottom segment of your donor base, based on customized thresholds that you define within your Constituent Intelligence system. It tracks the number of gifts these donors have given over the past four fiscal years and flags those whose number of gifts in the most recent fiscal year has dropped below their average giving frequency from the prior three years. By focusing on this specific group, you can quickly pinpoint donors who are already low on the giving spectrum and are now showing signs of further disengagement.
The analysis draws on your gifts and constituent data, leveraging annual gift counts and total giving for each donor. Key metrics include the total amount given in the last fiscal year, the count of gifts in each of the past four years, the three-year average of gift counts (excluding the most recent year), and whether the activity in the last year dipped below this average. Supporting columns, such as donor names and giving amounts for prior years, provide context that enables you to tailor outreach and stewardship, which is helpful when referencing specific giving histories or personalizing your communications.
The core insight is the early detection of at-risk bottom-segment donors whose engagement is slipping. This allows you to intervene with targeted messaging or stewardship before these donors lapse completely. Fundraising directors and donor relations staff should review this analysis, especially as part of monthly or quarterly Constituent Intelligence routines, to prioritize re-engagement efforts. For example, you might assign stewardship specialists to reach out to flagged donors with personalized thanks or updates, or test new engagement tactics to reignite their interest.
To maximize value, measure success by tracking the retention and reactivation rates of these at-risk donors after outreach, as well as changes in their subsequent giving and engagement. Monitoring these indicators will help you continually refine your strategies and ensure that your limited resources are focused where they can have the greatest long-term impact.
Analytic ID: QX12
Analytic Name: Bottom Donor Gift Count Trends
Focus: 2.1: Outright Lapse Mitigation YOY; 2.2: Declining Donation Amount Mitigation YOY
Type: Standard Analytic
Segments: Bottom | Scope: Individual Donor
Description: This analysis identifies individual donors whose giving activity places them in the bottom segment of your donor base, based on customized thresholds that you define within your Constituent Intelligence system. It tracks the number of gifts these donors have given over the past four fiscal years and flags those whose number of gifts in the most recent fiscal year has dropped below their average giving frequency from the prior three years. To maximize value, measure success by tracking the retention and reactivation rates of these at-risk donors after outreach, as well as changes in their subsequent giving and engagement. Supporting columns, such as donor names and giving amounts for prior years, provide context that enables you to tailor outreach and stewardship, which is helpful when referencing specific giving histories or personalizing your communications.
Key Question: Which small donors show high engagement potential or complete drop off?
Action: Identify bottom donors ready for upgrade conversations