How do you segment your donors based on retention data?

1 New Donors

New donors, who have made their first gift to your organization within a specific time frame, such as the last year or quarter, are the most likely to drop off after one donation. To make a good impression and build a relationship with them, you should send a personalized thank you message that expresses your gratitude and shows the impact of their gift. Additionally, invite them to join your email list, social media channels, or other platforms where they can learn more about your work and connect with your community. Segment them by their interests, preferences, or demographics, and send them relevant and timely content that aligns with their values and motivations. Moreover, ask them for feedback, suggestions, or questions and respond promptly and respectfully. Finally, solicit a second gift within a reasonable period of time (such as three to six months) and show them how their support makes a difference.

2 Loyal Donors

Loyal donors, those who have given to your organization multiple times over a long period, such as three years or more, are the backbone of your fundraising program. To retain and cultivate them for higher levels of giving, recognize and appreciate them for their loyalty and commitment, offering exclusive benefits like invitations to events or access to reports. Segment them by their giving history, frequency, amount, or method and send them customized appeals that reflect their donor journey and potential. Demonstrate the long-term impact of their support by sharing stories and testimonials that show how they are part of your vision and mission. Engage them in deeper ways such as asking them to volunteer, advocate, or join a giving circle or a legacy program. Upgrade them to higher giving levels or recurring donations with clear reasons and incentives to do so.

3 Lapsing Donors

Lapsing donors are those who have given to your organization in the past, but have not done so in a while, such as more than a year or two. To re-engage them and rekindle their interest and trust, you should segment them by their last gift date, amount, or channel and send personalized messages that remind them of their previous involvement and connection. Additionally, you should update them on your current projects, programs, or campaigns and show them how their support is still needed and valued. To further re-activate them, consider offering a compelling offer or challenge, such as matching their gift, waiving a fee, or sending them a gift or card. You can also survey them to understand why they stopped giving and what they would like to see from you. Finally, thank them for their past support and ask them to renew their commitment and give again.

4 Reactivated Donors

Reactivated donors are those who have given to your organization again after a period of inactivity or lapse. These donors are the most likely to stay with you if you nurture them and reinforce their decision, for instance by sending a warm and sincere welcome back message that expresses your appreciation and excitement for their return. It’s essential to acknowledge and address the reasons why they left, and demonstrate how you have improved or changed since then. You can segment them by their reactivation date, amount, or channel, and send them relevant and timely content that matches their current interests and expectations. Additionally, you should reinforce their trust and confidence in your organization, and show them how their gift is making a difference. Lastly, solicit a follow-up gift within a short period such as one to three months, demonstrating how they can continue to support your cause.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?