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Nonprofit fundraising performance analysis with donor segmentation, campaign ROI, retention metrics, and trend analysis. Use when evaluating fundraising effectiveness, analyzing donor data, or planning campaigns.
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| name | fundraising-analyzer |
| description | Nonprofit fundraising performance analysis with donor segmentation, campaign ROI, retention metrics, and trend analysis. Use when evaluating fundraising effectiveness, analyzing donor data, or planning campaigns. |
Frameworks for analyzing nonprofit fundraising performance, segmenting donors, evaluating campaign effectiveness, and building data-driven fundraising strategies.
DONOR SEGMENTATION MATRIX:
BY GIVING LEVEL:
Tier | Annual Giving | % of Donors | % of Revenue
------------------|--------------------| ------------|-------------
Major donors | $10,000+ | [%] | [%]
Mid-level donors | $1,000 - $9,999 | [%] | [%]
Grassroots donors | $100 - $999 | [%] | [%]
Small donors | Under $100 | [%] | [%]
BY ENGAGEMENT:
Segment | Definition | Strategy
------------------|-------------------------------|------------------
Champions | Top 10% by giving + volunteer | Steward, recognize
Loyal | 3+ consecutive years giving | Retain, upgrade
Growing | Increased gift this year | Encourage, cultivate
Lapsed risk | Decreased gift or late renewal| Re-engage campaign
Lapsed | No gift in 13+ months | Win-back campaign
New | First gift in last 12 months | Welcome series
BY RECENCY-FREQUENCY-MONETARY (RFM):
Score each 1-5:
Recency: How recently did they give? (5 = this month)
Frequency: How often do they give? (5 = monthly)
Monetary: How much do they give? (5 = top tier)
RFM Score | Segment | Priority
555 | Best | Highest — personal stewardship
5XX | Active | High — upgrade opportunities
X5X | Frequent | Medium — increase gift size
XX5 | High value | High — increase frequency
1XX | At risk | High — re-engagement needed
111 | Lost | Low — win-back or remove
DONOR LIFETIME VALUE (LTV) CALCULATOR:
INPUTS:
Average annual gift: $______
Average giving years: ______ years
Donor retention rate: ______%
Discount rate: ______% (typically 5-8%)
SIMPLE LTV:
LTV = Average annual gift × Average giving years
LTV = $______ × ______ = $______
ADJUSTED LTV (with retention):
LTV = Average gift × (Retention rate / (1 - Retention rate))
LTV = $______ × (____% / (1 - ____%)) = $______
COST-ADJUSTED LTV:
Acquisition cost: $______
Annual stewardship cost: $______
Net LTV = Adjusted LTV - Acquisition cost - (Stewardship × Years)
Net LTV = $______
BY SEGMENT:
Segment | Avg Gift | Retention | LTV | Acq Cost | Net LTV
-----------------|----------|-----------|---------|----------|--------
Major donors | $______ | ____% | $______ | $______ | $______
Mid-level | $______ | ____% | $______ | $______ | $______
Grassroots | $______ | ____% | $______ | $______ | $______
Small | $______ | ____% | $______ | $______ | $______
CAMPAIGN REPORT: [Campaign Name]
Period: [Start Date] — [End Date]
Goal: $______
RESULTS:
Revenue raised: $______ (___% of goal)
Number of gifts: ______
Average gift: $______
Median gift: $______
New donors acquired: ______
Returning donors: ______
COST ANALYSIS:
Total campaign cost: $______
Cost per dollar raised: $______
Cost per acquisition: $______
ROI: (Revenue - Cost) / Cost = ______%
CHANNEL PERFORMANCE:
Channel | Revenue | Gifts | Avg Gift | Cost | ROI
-----------------|----------|-------|----------|---------|-----
Email | $______ | _____ | $______ | $______ | ___%
Direct mail | $______ | _____ | $______ | $______ | ___%
Social media | $______ | _____ | $______ | $______ | ___%
Website | $______ | _____ | $______ | $______ | ___%
Events | $______ | _____ | $______ | $______ | ___%
Phone/text | $______ | _____ | $______ | $______ | ___%
YEAR-OVER-YEAR:
Metric | Last Year | This Year | Change
Revenue | $______ | $______ | ____%
Donors | ______ | ______ | ____%
Avg gift | $______ | $______ | ____%
New donors | ______ | ______ | ____%
| Metric | Spring Appeal | Year-End | Gala Event | Giving Tuesday | Peer-to-Peer |
|---|---|---|---|---|---|
| Revenue | $______ | $______ | $______ | $______ | $______ |
| Cost | $______ | $______ | $______ | $______ | $______ |
| ROI | ____% | ____% | ____% | ____% | ____% |
| New donors | ______ | ______ | ______ | ______ | ______ |
| Avg gift | $______ | $______ | $______ | $______ | $______ |
ANNUAL FUNDRAISING SCORECARD:
GROWTH METRICS:
Total revenue: $______ (target: $______)
Revenue growth (YoY): ____% (benchmark: 5-10%)
Number of donors: ______ (target: ______)
Donor growth (YoY): ____% (benchmark: 5-8%)
RETENTION METRICS:
Overall retention rate: ____% (benchmark: 45-50%)
First-year donor retention: ____% (benchmark: 25-30%)
Multi-year donor retention: ____% (benchmark: 60-65%)
Donor upgrade rate: ____% (benchmark: 10-15%)
Donor downgrade rate: ____% (target: <10%)
EFFICIENCY METRICS:
Cost to raise a dollar: $______ (benchmark: $0.20-0.30)
Fundraising expense ratio: ____% (benchmark: <15%)
Average gift size: $______
Revenue per donor: $______
Revenue per staff FTE: $______
DIVERSITY METRICS:
# of revenue sources: ______ (target: 5+)
Largest source % of total: ____% (target: <30%)
Individual vs institutional: ___% / ___%
HEALTH INDICATORS:
✓ Green: Retention > 50%, Growth > 5%, Diversity > 5 sources
△ Yellow: Retention 40-50%, Growth 0-5%, 3-4 sources
✗ Red: Retention < 40%, Decline, < 3 sources
| Metric | Your Org | Sector Avg | Top Quartile | Status |
|---|---|---|---|---|
| Retention rate | ____% | 45% | 65%+ | |
| First-year retention | ____% | 27% | 40%+ | |
| Cost per dollar | $____ | $0.25 | <$0.15 | |
| Online giving % | ____% | 13% | 25%+ | |
| Major gift % | ____% | 60% | 75%+ | |
| Monthly giving % | ____% | 15% | 30%+ |
5-YEAR FUNDRAISING TRENDS:
YEAR | Y-4 | Y-3 | Y-2 | Y-1 | Current
|----------|----------|----------|----------|--------
Revenue | $______ | $______ | $______ | $______ | $______
Donors | ______ | ______ | ______ | ______ | ______
Avg Gift | $______ | $______ | $______ | $______ | $______
Retention | ____% | ____% | ____% | ____% | ____%
New Donors | ______ | ______ | ______ | ______ | ______
Lapsed Donors | ______ | ______ | ______ | ______ | ______
TREND ANALYSIS:
Revenue trend: [Increasing / Stable / Declining] at ___% annually
Donor base trend: [Growing / Stable / Shrinking] at ___% annually
Key concern: [Identify the most worrying trend]
Key strength: [Identify the most positive trend]
PROJECTIONS (next 3 years):
If current trends continue:
Revenue Y+1: $______
Revenue Y+2: $______
Revenue Y+3: $______
If retention improves by 5%:
Revenue Y+1: $______
Revenue Y+2: $______
Revenue Y+3: $______
MONTHLY GIVING PROGRAM:
CURRENT STATE:
Monthly donors: ______
Average monthly gift: $______
Annual value per donor: $______ (monthly × 12)
Total annual revenue: $______
% of total fundraising: ____%
Retention rate: ____% (benchmark: 80-90%)
GROWTH ANALYSIS:
New monthly donors (this year): ______
Upgraded from one-time: ______
Cancelled: ______
Net change: ______
UPGRADE OPPORTUNITIES:
Donors giving < $25/month: ______ → Upgrade to $35
Donors giving $25-49/month: ______ → Upgrade to $50
Donors giving $50-99/month: ______ → Upgrade to $100
Potential revenue increase: $______/year
ACQUISITION CHANNELS:
Channel | Conversions | Avg Gift | Cost/Acquisition
Website popup | ______ | $______ | $______
Email campaign | ______ | $______ | $______
Direct mail insert | ______ | $______ | $______
Thank-you page upsell| ______ | $______ | $______
MAJOR GIFT PIPELINE: FY[Year]
STAGE | # Prospects | Total Value | Avg Gift | Probability
----------------|-------------|-------------|-----------|------------
Identification | ______ | $______ | $______ | 10%
Qualification | ______ | $______ | $______ | 25%
Cultivation | ______ | $______ | $______ | 50%
Solicitation | ______ | $______ | $______ | 75%
Closed | ______ | $______ | $______ | 100%
WEIGHTED PIPELINE VALUE:
= Σ (Value at each stage × Probability)
= $______
PIPELINE METRICS:
Average cultivation time: ______ months
Close rate (solicited): ____%
Average solicitation: $______
Average closed gift: $______
Gifts above ask: ____%
Gifts below ask: ____%