Begin with the denominator
Define who counts as a donor, which transaction types qualify, whether soft credits count, how reversals are handled, and which fiscal or calendar period applies. Retention rates are not comparable when these rules differ.
Separate meaningful cohorts
Overall retention can hide very different behaviours. Track first-time donors, retained repeat donors, recaptured donors, upgraded or downgraded donors, and relevant program or channel cohorts.
Use LYBUNT and SYBUNT as work queues
Gave last year but unfortunately not this year and gave some year but unfortunately not this year segments should support prioritized outreach—not exist only as summary counts.
Pair rates with movement
Show the number and value of donors entering, staying in, leaving, and returning to each cohort. This helps leaders see whether a percentage changed because of stewardship performance or a shifting acquisition mix.
Close the loop
Assign segments, record outreach, monitor response, and review results. Reporting becomes operational when the dashboard informs action and the CRM captures what happened next.
This article provides general educational information and is not legal, privacy, accounting, or fundraising compliance advice.