First-Time All Donors Acquisition Month Ranking (L3yr) Analysis

First-Time All Donors Acquisition Month Ranking (L3yr)

How to use the First-Time All Donors Acquisition Month Ranking (L3yr) analytic

This analysis helps you understand when first-time donors are acquired throughout the year and how their long-term value and retention trends differ by month. It draws on your last three full fiscal years of giving data, using a Constituent Intelligence approach to focus on donors whose first gift amount falls into your bottom segment (typically your core annual fund or entry-level supporters, based on thresholds set in your system). For each acquisition month, you'll see how many new donors you gained, how much they gave initially, how many came back to give again, and how much follow-on giving they produced in the three years after their first gift.

The analysis calculates key fundraising metrics, including the number of first-time donors per month, their total and average first gift amounts, how many were retained for a second gift, and their average, median, and top donor value over the subsequent three years. The retention rate is shown as a percentage, helping you pinpoint which months attract donors more likely to stay engaged. The analysis also highlights the top-performing months for long-term value, not just immediate acquisition.

You can use these insights to time campaigns, refine new donor welcome series, and focus stewardship efforts on the months that yield donors with the highest potential. For example, if donors acquired in September show higher three-year value and retention, you might invest more in acquisition during that month or replicate successful strategies used then. Development officers should review this analysis regularly, particularly after each fiscal year ends and ahead of key campaign planning periods, to ensure alignment between outreach and resource allocation. Annual giving managers and those overseeing donor journeys should utilize it to tailor follow-up tactics based on when donors first make a gift.

To measure your success with this analysis, track improvements in first-year and three-year retention rates and the average subsequent giving amounts by acquisition month over time. You should also evaluate whether changes in campaign timing or messaging lead to increased donor lifetime value. This analysis is recommended to be reviewed periodically as part of your Constituent Intelligence routines, ensuring your team continually adapts strategies to maximize both new donor growth and long-term fundraising results.

Analytic ID: QX58

Analytic Name: First-Time All Donors Acquisition Month Ranking (L3yr)

Focus: 1.4: Seasonal Giving Patterns; 2.7: New Donor Journey thru Third Gift

Type: Standard Analytic

Segments: Top, Middle, Bottom, New | Scope: Organization

Description: This analysis helps you understand when first-time donors are acquired throughout the year and how their long-term value and retention trends differ by month. It draws on your last three full fiscal years of giving data, using a Constituent Intelligence approach to focus on donors whose first gift amount falls into your bottom segment (typically your core annual fund or entry-level supporters, based on thresholds set in your system). The analysis calculates key fundraising metrics, including the number of first-time donors per month, their total and average first gift amounts, how many were retained for a second gift, and their average, median, and top donor value over the subsequent three years. To measure your success with this analysis, track improvements in first-year and three-year retention rates and the average subsequent giving amounts by acquisition month over time.

Key Question: Which months are the most effective for acquiring new, small-dollar donors who will deliver the highest long-term value to our organization?

Action: Optimize your fundraising calendar and acquisition budget.