First-Time Donor 13-Month Retention Analysis

First-Time Donor 13-Month Retention

How to use the First-Time Donor 13-Month Retention analytic

This analysis identifies all new donors who have given their first gift within the last ten years, then checks whether they made a second gift within 13 months-a key window for cultivating lasting relationships. By tracking the first and second gift dates and amounts, and segmenting donors by gift size (Top, Middle, Bottom, based on thresholds you maintain), you can see how effectively your team is retaining new supporters across different giving levels and fiscal years. The underlying data includes each donor's unique ID, gift dates, and amounts.

You'll find actionable metrics, such as the total number of new donors per segment and year, the percentage of donors retained with a second gift within the critical 13-month period, and the resulting retention rate. The analysis also provides average and median values for both first and second gifts, along with the average time (in months) it takes for retained donors to make that second gift. These details enable you to benchmark your performance, identify which donor segments are most likely to remain engaged, and pinpoint opportunities for intervention if retention rates drop.

This set of analyses is compelling for planning stewardship and personalized follow-up. For example, development officers can use segment-specific insights to tailor messaging or outreach tactics. 

You should review this analysis at least quarterly—ideally as part of your Constituent Intelligence routines —to monitor trends and quickly address emerging gaps. Fundraising directors and donor engagement leads should utilize these insights to refine their welcome series, stewardship journeys, and renewal campaigns, particularly for segments where retention rates are lagging. For maximum impact, assign ownership of segment retention targets to specific team members and track progress after applying new strategies. Success can be measured by improved 13-month retention rates year over year, higher average second gift amounts, and shorter intervals between first and second gifts within each segment. This approach will help you build a stronger, more loyal donor base and inform data-driven strategies for long-term growth.

Analytic ID: QX26

Analytic Name: First-Time Donor 13-Month Retention

Focus: 2.7: New Donor Journey thru Third Gift; 3.1: Health Checks; 1.5: Donor Lifecycle Analysis

Type: Standard Analytic

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

Description: This analysis identifies all new donors who have given their first gift within the last ten years, then checks whether they made a second gift within 13 months-a key window for cultivating lasting relationships. By tracking the first and second gift dates and amounts, and segmenting donors by gift size (Top, Middle, Bottom, based on thresholds you maintain), you can see how effectively your team is retaining new supporters across different giving levels and fiscal years. These details enable you to benchmark your performance, identify which donor segments are most likely to remain engaged, and pinpoint opportunities for intervention if retention rates drop. Fundraising directors and donor engagement leads should utilize these insights to refine their welcome series, stewardship journeys, and renewal campaigns, particularly for segments where retention rates are lagging.

Key Question: What is our historical 13-month new donor retention rate, and how does it vary by the donor's acquisition year and the size of their first gift?

Action: Improve first-year donor experience and retention