Donor Retention Statistics
A dashboard-format view of donor retention over time, with segment size, donor outcomes, lapse and retention rates by segment, and segment movement, mapped to the cohort year each gift was made. Built on QX17.
How to use the Donor Retention Statistics
This is a dashboard-format analytic that gives you visual references to your donor retention trends. It is built on the data from analysis QX17 (Segment Graduation Rates). One important interpretation note: retention here is mapped to the cohort year in which a gift was made, so the figures describe what happened to the donors who gave in a given year, not activity dated to when you run it.
The visualization tabs approach retention from several angles. Segment Size Trend shows how the Top, Middle, and Bottom segments have grown or shrunk over time. Donor Outcomes shows what happened to donors year over year. Lapse Rate Trend by Segment and Retention Rate by Segment show, tier by tier, where you are holding donors and where you are losing them. The Segment Movement Ratio summarizes whether, on balance, donors are moving up or sliding down.
The strategic value is that retention is far cheaper than acquisition, and it is not one number. A healthy overall rate can hide a leaky Bottom tier or a shrinking Middle. Seeing lapse and retention broken out by segment tells you exactly where a modest improvement produces the largest return.
You should review this at least quarterly with your annual giving and stewardship leads. Concentrate retention effort on the segment with the weakest stay rate first, and watch the segment movement ratio as an early indicator of whether the base is strengthening or eroding.
Measure success by improvement in the weakest segment's retention rate, a falling lapse rate, and a segment movement ratio that tilts toward upgrades over downgrades.
Analytic ID: QX195
Analytic Name: Donor Retention Statistics
Focus: 0.1: Getting Started; 3.3: Dashboards; 2.1: Outright Lapse Mitigation YOY; 3.1: Health Checks
Type: Dashboard Style
Scope: Organization
Description: The Donor Retention Statistics analysis tracks donor engagement and retention trends, helping you evaluate the effectiveness of your fundraising efforts. By understanding these metrics, you can enhance donor relationships and tailor your strategies to increase loyalty and future contributions.
Key Question: How well are we retaining donors year over year and what does that tell us about how effective are our engagement and stewardship programs are?
Action: Evaluate donor retention trends and plan strategic action to address where appropriate.