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Jan 17, 2020

Let’s Chat about Lift

Here at analytical ones we have identified three key ways to grow revenue:

  1. Win more donors
  2. Lift the performance of the donors you already have
  3. Keep more of the donors you already have

We talk a lot about winning, acquisition and reactivation, but we don’t often talk about lifting, increasing the value of donors already on the file. So, let’s talk about it!

In some recent analyses I explored what impacted donor upgrades and downgrades for donors of various values. The analysis was limited to donors who had given in both fiscal years.

My primary question: how do year over year changes in average gift and gift frequency differ for higher and lower value donors? What I found was quite interesting. 

For higher value donors, an increase in gift amount was the most significant contributor to upgrades. For lower value donors, while average gift did tend to increase, an increase in gift frequency was more significant to their upgrade.

The same was true, conversely, for downgrading donors. Decreased gift amount was more closely related to downgrading high value donors than it was for lower value donors. This may mean that, to prevent downgrades, getting a donor to give an additional gift in a given year may either 1) Prevent them from downgrading or 2) Lead to a donor upgrading in value.

How might we offer donors of higher and lower values sufficient opportunities to upgrade? How might we combat declining gift frequency to decrease downgrade percentages? Come back next week, I have a few ideas to share.

Fundraising’s Solid Ground

As I write this, we literally live in a world filled with uncertainty. While us analysts cannot predict the future of fundraising, we are pretty good at studying past donor behavior, and that can help us better understand how we should respond in times of uncertainty....

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Fundraising in the Time of Coronavirus

As all of anxiously watch the spread of COVID-19 from China to the rest of the globe, we are all holding our breath on how this is going to affect donor behavior. Fortunately, December 2019 giving was particularly strong for most organizations. However, early data...

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The Hard Work of Volunteering

Seems like one of the constant topics in the nonprofit blogosphere is this idea of growing your donor base through providing volunteer opportunities. My personal experience has been quite the opposite really. Being an introverted analyst, I am always hesitant to...

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