Fundraising Analyzer

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.

travisjneuman Updated Sep 9, 2026

Marketing & Growth

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Fundraising Analyzer

Frameworks for analyzing nonprofit fundraising performance, segmenting donors, evaluating campaign effectiveness, and building data-driven fundraising strategies.

Donor Analysis

Donor Segmentation Framework

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

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 Analysis

Campaign Performance Dashboard

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       | ______    | ______    | ____%

Campaign Comparison Matrix

Metric	Spring Appeal	Year-End	Gala Event	Giving Tuesday	Peer-to-Peer
Revenue	$______	$______	$______	$______	$______
Cost	$______	$______	$______	$______	$______
ROI	____%	____%	____%	____%	____%
New donors	______	______	______	______	______
Avg gift	$______	$______	$______	$______	$______

Key Metrics

Fundraising Health Scorecard

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

Benchmark Comparison

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%+

Trend Analysis

Multi-Year Trend Template

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: $______

Giving Strategy Templates

Monthly Giving Program Analysis

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

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:             ____%

See Also

--- 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. --- # Fundraising Analyzer Frameworks for analyzing nonprofit fundraising performance, segmenting donors, evaluating campaign effectiveness, and building data-driven fundraising strategies. ## Donor Analysis ### Donor Segmentation Framework ``` 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 ``` 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 Analysis ### Campaign Performance Dashboard ``` 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 | ______ | ______ | ____% ``` ### Campaign Comparison Matrix | Metric | Spring Appeal | Year-End | Gala Event | Giving Tuesday | Peer-to-Peer | |--------|-------------|----------|-----------|---------------|-------------| | **Revenue** | $______ | $______ | $______ | $______ | $______ | | **Cost** | $______ | $______ | $______ | $______ | $______ | | **ROI** | ____% | ____% | ____% | ____% | ____% | | **New donors** | ______ | ______ | ______ | ______ | ______ | | **Avg gift** | $______ | $______ | $______ | $______ | $______ | ## Key Metrics ### Fundraising Health Scorecard ``` 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 ``` ### Benchmark Comparison | 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%+ | | ## Trend Analysis ### Multi-Year Trend Template ``` 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: $______ ``` ## Giving Strategy Templates ### Monthly Giving Program Analysis ``` 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 ``` 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: ____% ``` ## See Also - [Impact Report Writer](../impact-report-writer/SKILL.md) - [Grant Proposal Builder](../grant-proposal-builder/SKILL.md) - [Volunteer Coordinator](../volunteer-coordinator/SKILL.md)

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