Middle Segment Trends
A dashboard-format, year-over-year diagnostic of Middle segment health, covering size, revenue, cohort flow, distribution, and retention. Built on QX205.
How to use the Middle Segment Trends
This is a dashboard-format analytic that gives you a year-over-year picture of the health of your Middle donor segment. It is built on the data from analysis QX205 (Middle Segment Trends), which produces one row per fiscal year covering the most recent full fiscal year and the years before it, and presents that data across several visualization views rather than a single flat table.
The views examine the Middle from several angles: the size and revenue of the segment with year-over-year change; the prior-year cohort flow that shows where last year's Middle donors went and where this year's came from; the distribution of per-donor annual giving and per-gift transaction size using both averages and medians; and retention, showing the share of Middle donors who stay in the segment, stay or get promoted, and stay overall.
The strategic value is that the Middle is where most upgrade and attrition activity happens. Watching whether the Middle is being fed by promotions from the Bottom or drained by lapse tells you whether your pipeline is healthy, and the distribution measures tell you whether typical Middle giving is drifting up or down over time.
You should review this at fiscal year close and again at mid-year, with your development director and the manager who owns mid-level or annual giving. Use the cohort flow to build targeted upgrade and win-back lists, and use the distribution trend to decide whether your segment thresholds still make sense.
Measure success by growth in Middle donor count and revenue, improvement in the in-segment and promoted retention rates, and a healthy ratio of inflows to outflows in the cohort view.
Analytic ID: QX205
Analytic Name: Middle Segment Trends
Focus: 0.1: Getting Started
Type: Dashboard Style
Segments: Middle | Scope: Segment
Description: The Middle Segment Trends analysis tracks performance trends among middle donors over time, providing insights into donor retention and revenue generation. Utilizing this analysis enables you to refine fundraising strategies and enhance donor engagement, ultimately leading to increased revenue and stronger relationships with this vital segment.
Key Question: What is going on with my Middle Segment Donors over time?
Action: Use this dashboard to get a high level view of your Middle Segment performance.