Sample Report. Donor Performance Analysis

Transcription

1 Sample Report Donor Performance Analysis

2 Contents Contents 1 Analysis by Donor Life Cycle Stage 2 Introduction 3 Total File Trends 5 New Donors 9 Second New Donors (New Last ) 12 Multi- Donors 15 Lapsed Donors (No Gift Last ) 18 Donor Movement Analysis 21 Donor Renewal by of Acquisition 26 Annual Cumulative Giving Analysis 30 Most Recent Gift Analysis 34 1

3 Analysis by Donor Life Cycle Stage 2

4 Introduction The first analysis is the Fundraising Overview. It shows the essential statistical indicators of fundraising success for current donors overall, and then broken-out into Donor Life Cycle Stages. Detailed graphs and verbal analysis follow this table, outlining the findings for each key Donor Life Cycle Stage. 3

5 ABC Non-Profit Fundraising Overview Report Donor Status Beginning of % Chg FY2012 FY2013 FY2014 FY2015 '12-'15 New Donors (First Gift This ) Number Acquired This 4,687 3,824 3,321 2,862-39% Number of Gifts 4,907 4,151 3,584 3,038-38% Value of Gifts $299,139 $345,806 $300,466 $267,531-11% Average Number of Gifts Per Donor % Average Gift Size $61 $83 $84 $88 44% Annual Giving Per Donor $64 $90 $90 $93 46% Second New Donors (New Donors Last ) Number at the Beginning of 4,991 4,687 3,824 3,321-33% Number Renewing This 1, % Percent Renewing This 24% 19% 22% 23% -1% Number of Gifts 1,716 1,260 1,325 1,094-36% Value of Gifts $121,641 $94,046 $102,051 $99,766-18% Average Number of Gifts Per Donor % Average Gift Size $71 $75 $77 $91 29% Annual Giving Per Donor $103 $106 $121 $128 24% Multi- Donors (Gave Last 2+ s) Number at the Beginning of 16,442 15,939 14,598 13,334-19% Number Renewing This 12,891 11,894 11,047 10,493-19% Percent Renewing This 78% 75% 76% 79% 0% Number of Gifts 18,065 17,176 15,644 14,913-17% Value of Gifts $1,528,658 $1,597,353 $1,453,799 $1,387,274-9% Average Number of Gifts Per Donor % Average Gift Size $85 $93 $93 $93 10% Annual Giving Per Donor $119 $134 $132 $132 11% Lapsed Donors (No Gift Last, Given Previously) Number at the Beginning of 12,603 18,079 24,727 29, % Number Renewing This 3,807 3,187 3,120 2,950-23% Percent Renewing This * 26% 20% 20% 22% -14% Number of Gifts 4,509 3,848 3,817 3,503-22% Value of Gifts $347,957 $335,806 $329,643 $355,821 2% Average Number of Gifts Per Donor % Average Gift Size $77 $87 $86 $102 32% Annual Giving Per Donor $91 $105 $106 $121 32% Second Reactivated Donors (Lapsed Donors, Reactivated Last ) Number at the Beginning of 3,789 3,807 3,187 3,120-18% Number Renewing This 1,871 1,819 1,447 1,572-16% Percent Renewing This 49% 48% 45% 50% 2% Number of Gifts 2,321 2,381 1,890 1,983-15% Value of Gifts $172,250 $202,003 $163,248 $176,154 2% Average Number of Gifts Per Donor % Average Gift Size $74 $85 $86 $89 20% Annual Giving Per Donor $92 $111 $113 $112 22% Totals: All Donor Types Number Giving This 24,433 21,609 19,775 18,654-24% Number of Gifts 31,518 28,816 26,260 24,531-22% Value of Gifts $2,469,644 $2,575,013 $2,349,208 $2,286,546-7% Average Number of Gifts Per Donor % Average Gift Size $78 $89 $89 $93 19% Annual Giving Per Donor $101 $119 $119 $123 21% *In order to provide the most accurate trend data, for this statistic only, Lapsed donors are defined as those who did not give last year, but did give during the prior year.

6 Total File Trends Findings This sub-section combines the results for the whole file, which is the sum of the four donor types to be discussed immediately after this section: New, Second New, Multi-, and Lapsed donors, plus Second Reactivated donors. 1 1 The characteristics for Second- Reactivated donors (See Fundraising Overview Report) are usually of less consequence to the health of the donor file than are the characteristics for the other lifecycle stages, and therefore, Second Reactivated donors are not discussed in depth. 5

7 ABC Non-Profit Total File ~ Overview Fig. 1.1 Income $3,000,000 Total Dollars Given $2,000,000 $1,000,000 $0 Fig. 1.2 Number of Donors Giving 30,000 Number of Donors Giving 20,000 10,000 0 Fig. 1.3 Number of Gifts 40,000 30,000 Number of Gifts 20,000 10,000 0

8 Fig. 1.4 $150 ABC Non-Profit Total File ~ Donor Giving Quality Donor Giving Quality Average Annual Giving Per Donor $100 $50 $0 Fig. 1.5 Average Gift Size $100 $80 Average Gift Size $60 $40 $20 $0 Fig Frequency Average Number of Gifts Per Donor

9 ABC Non-Profit Total File ~ Proportions 100% Fig. 1.7 Proportion of Donor Income 80% Percent of Total Income 60% 40% 20% 0% New Donors Second New Donors Multi- Donors Lapsed Donors Fig. 1.8 Proportion of Donors to Total File 100% 80% Percent of Donors 60% 40% 20% 0% New Donors Second New Donors Multi- Donors Lapsed Donors Note: For these graphs only, Total File excludes Second Reactivated Donors.

10 New Donors Findings The New donor sub-section examines donors who gave their first gift during the specified year. The results are displayed by the six graphs on the following two pages entitled New Donor Trends - Overview and New Donor Trends - Donor Giving Quality. Of course, the key statistic for this group is the number of donors being acquired year by year. Of secondary importance is their average gift size, because this provides a rough indication of the quality of donors being acquired. Note: Looking at donor giving quality (a.k.a., annual giving per donor) may be deceptive because it could be affected by whether the donors were acquired at the beginning or end of the acquisition year. 9

11 ABC Non-Profit New Donor ~ Overview Fig. 2.1 $400,000 Total Income $300,000 Total Dollars Given $200,000 $100,000 $0 Fig. 2.2 Number of Donors Acquired 6,000 Number of Donors Acquired 4,000 2,000 0 Fig. 2.3 Number of Gifts 6,000 Number of Gifts 4,000 2,000 0

12 ABC Non-Profit New Donor ~ Donor Giving Quality Fig. 2.4 Donor Giving Quality $120 Average Annual Giving Per Donor $90 $60 $30 $0 Fig. 2.5 Average Gift Size $100 $80 Average Gift Size $60 $40 $20 $0 Fig Frequency Average Number of Gifts Per Donor

13 Second New Donors (New Last ) Findings Second New donors are defined as those who were new last year. On the following two pages entitled, Second New Donors - Overview and Second New Donors - Donor Giving Quality, the results of this sub-section are displayed on seven graphs. The key performance statistics to consider for this group are percent of donors renewing and donor giving quality (a.k.a., annual giving per donor). 12

14 ABC Non-Profit Second New Donor ~ Overview Fig. 3.1 $150,000 $120,000 Total Income Fig ,000 5,000 Number of Second New Donors at the Beginning of Each Total Dollars Given $90,000 $60,000 $30,000 Number of Donors Giving 4,000 3,000 2,000 1,000 $0 0 Fig. 3.3 Percent of Donors Renewing Fig. 3.4 Number of Gifts 100% 2,000 80% 1,500 Percent of Donors Renewing 60% 40% Number of Gifts 1, % 0% 0

15 ABC Non-Profit Second New Donor ~ Donor Giving Quality Fig. 3.5 $150 Donor Giving Quality Average Annual Giving Per Donor $100 $50 $0 Fig. 3.6 Average Gift Size $100 $80 Average Gift Size $60 $40 $20 $0 Fig. 3.7 Frequency 2.0 Average Number of Gifts Per Donor

16 Multi- Donors Findings This sub-section examines Multi- donors, which are defined as those who gave during each of the last two years, and may or may not have given previously. The results are summarized by the following seven graphs. The most important performance measures to examine for this group are percent of donors renewing and donor giving quality. 15

17 ABC Non-Profit Multi- Donor ~ Overview Fig. 4.1 $2,000,000 Total Income Fig ,000 Number of Multi- Donors at the Beginning of Each Total Dollars Given $1,500,000 $1,000,000 Number of Donors Giving 15,000 10,000 $500,000 5,000 $0 0 Fig. 4.3 Percent of Donors Renewing Fig. 4.4 Number of Gifts 100% 20,000 80% 15,000 Percent of Donors Renewing 60% 40% 20% Number of Gifts 10,000 5,000 0% 0

18 ABC Non-Profit Multi- Donor ~ Donor Giving Quality Fig. 4.5 Donor Giving Quality $150 Average Annual Giving Per Donor $100 $50 $0 Fig. 4.6 Average Gift Size $100 $80 Average Gift Size $60 $40 $20 $0 Fig Frequency Average Number of Gifts Per Donor

19 Lapsed Donors (No Gift Last ) Findings This final sub-section of the Donor Life Cycle section examines Lapsed donors. They are defined as all those on the database who did not give last year, but did give in some previous year. The seven graphs that follow summarize the results for these donors. The most important performance measures to consider for Lapsed donors are percent renewing and average gift size. Note: Just as with New donors, donor giving quality (a.k.a., annual giving per donor) and frequency statistics reflect full-year activity, which may unfairly skew the results of donors who renewed just at the end of a given year. 18

20 ABC Non-Profit Lasped Donor ~ Overview Fig. 5.1 $400,000 Total Income Fig ,000 Number of Lapsed Donors Renewing This Total Dollars Given $300,000 $200,000 $100,000 Number of Donors Giving 3,000 2,000 1,000 $0 0 Fig. 5.3 Percent of Donors Renewing* Fig. 5.4 Number of Gifts 100% 5,000 80% 4,000 Percent of Donors Renewing 60% 40% Number of Gifts 3,000 2,000 20% 1,000 0% *To provide consistency for this graph only Lapsed donors have been defined as those who gave two years ago, but not last year. 0

21 Fig. 5.5 $150 ABC Non-Profit Lapsed Donor ~ Donor Giving Quality Donor Giving Quality Average Annual Giving Per Donor $100 $50 $0 $120 Fig. 5.6 Average Gift Size $90 Average Gift Size $60 $30 $0 Fig. 5.7 Frequency Average Number of Gifts Per Donor

22 Donor Movement Analysis 21

23 Findings The Donor Movement Report for the current year and the previous years can be found on the page immediately following this text. These tables display how many donors migrated upwards or downwards in terms of annual cumulative giving from one year to the next. It should be understood that all donors will eventually lapse, therefore, it is expected that this category will be relatively high. The graphs at the back of this subsection are based on the data in these tables. 22

24 ABC Non-Profit Donor Movement Analysis Fiscal 2015 Status Donors % Donors 2014 Income 2015 Income Difference Upgrades 3,659 19% $395,564 $666,384 $270,820 Same 5,945 30% $627,033 $627,033 $0 Downgrades 3,238 16% $652,555 $369,776 ($282,779) Lapsed 6,933 35% $674,055 $0 ($674,055) New 2,862 n/a $0 $267,531 $267,531 Recaptured 2,950 n/a $0 $355,821 $355,821 Total 25, % $2,349,208 $2,286,546 ($62,662) Fiscal 2014 Status Donors % Donors 2013 Income 2014 Income Difference Upgrades 3,775 17% $416,252 $718,504 $302,251 Same 6,037 28% $633,004 $633,004 $0 Downgrades 3,522 16% $665,579 $367,591 ($297,988) Lapsed 8,275 38% $860,178 $0 ($860,178) New 3,321 n/a $0 $300,466 $300,466 Recaptured 3,120 n/a $0 $329,643 $329,643 Total 28, % $2,575,013 $2,349,208 ($225,806) Fiscal 2013 Status Donors % Donors 2012 Income 2013 Income Difference Upgrades 4,883 20% $490,926 $938,587 $447,662 Same 6,501 27% $644,290 $644,290 $0 Downgrades 3,214 13% $556,819 $310,524 ($246,295) Lapsed 9,835 40% $777,610 $0 ($777,610) New 3,824 n/a $0 $345,806 $345,806 Recaptured 3,187 n/a $0 $335,806 $335,806 Total 31, % $2,469,644 $2,575,013 $105,369 Fiscal 2012 Status Donors % Donors 2011 Income 2012 Income Difference Upgrades 5,487 22% $475,021 $847,481 $372,460 Same 7,049 28% $660,176 $660,176 $0 Downgrades 3,403 13% $573,610 $314,891 ($258,719) Lapsed 9,283 37% $687,106 $0 ($687,106) New 4,687 n/a $0 $299,139 $299,139 Recaptured 3,807 n/a $0 $347,957 $347,957 Total 33, % $2,395,914 $2,469,644 $73,730

25 ABC Non-Profit Donor Movement Analysis Fig. DM.1 Donor Movement Analysis From FY2014 to FY2015 Upgrades 19% Same 30% Downgrades 16% Lapsed 35% Fig. DM.2 Donor Movement Trend Analysis 60% 40% Percent of Donors 20% 0% Upgrades Same Downgrades Lapsed

26 ABC Non-Profit Donor Movement by Annual Cumulative Giving Range Fiscal 2014 Fiscal 2015 Giving Segment # of Donors Upgraded Same Downgraded Lapsed Total $1, % 28% 29% 28% 100% $ $ % 25% 30% 29% 100% $ $499 6,009 17% 32% 23% 28% 100% $ 50 - $ 99 5,551 18% 30% 18% 34% 100% $ 25 - $ 49 5,038 22% 32% 10% 37% 100% $ 15 - $ 24 1,734 21% 22% 6% 51% 100% $ 10 - $ % 28% 1% 52% 100% $ 5 - $ % 3% 1% 94% 100% $ 0 - $ % 13% 6% 69% 100% Fig. DM.3 Donor Movement By Annual Cumulative Giving Range 100% 80% Percent of Donors Per Giving Range 60% 40% 20% 0% $5-$9 $10-$14 $15-$24 $25-$49 $50-$99 $100- $499 $500- $999 $1,000+ Lapsed Downgraded Same Upgraded

27 Donor Renewal by of Acquisition 26

28 Findings This analysis provides an excellent view of the actual long-term to-date value (but not projected life-time value) of donors by their year of acquisition. Figure DR.1 displays the trend in actual first, second, and third year donor values and can show us two things: 1) how much money tends to be donated by the average donor in her first, second, and third years after acquisition, and 2) how these long-term donor values are trending over time. Figure DR.2 looks at donor retention as a percent of donors originally acquired. This provides two pieces of information: 1) the average percent of retention, which is accomplished year by year, and 3) any trend in that retention over time (i.e., from one acquisition year to the next). Figure DR.3 shows the same data displayed in Figure DR.2, but from a different aspect. Instead of comparing each year s donor retention as a percent of the originally acquired donors, it looks at retention as a percent of the previous years acquired donors. Typically, donor retention is about 40%- 50% after the first year, but then jumps to the 80%-100% range for the second through fourth years. When the total number of donors giving in the current year exceeds those who gave in the previous year, donor retention will be over 100%. 27

29 ABC Non-Profit Donor Renewal By of Acquisition Donors 3,321 % Renewed 100% Gifts 4,349 Income $375,331 Average Gift $86 Gifts Per Donor 1.3 Actual LTDV* $113 Activity Since Each Donor's Acquisition Date 0-12 Mos Mos Mos Mos Mos Activity for FY2014 Acquired Donors Activity for FY2013 Acquired Donors Donors 3, % Renewed 100% 17% Gifts 5, Income $420,319 $78,076 Average Gift $82 $80 Gifts Per Donor Actual LTDV* $110 $130 Activity for FY2012 Acquired Donors Donors 4, % Renewed 100% 15% 10% Gifts 5, Income $367,764 $73,596 $55,161 Average Gift $63 $78 $78 Gifts Per Donor Actual LTDV* $78 $94 $106 Activity for FY2011 Acquired Donors Donors 4, % Renewed 100% 18% 13% 10% Gifts 6,591 1, Income $419,448 $107,521 $86,585 $61,094 Average Gift $64 $91 $92 $83 Gifts Per Donor Actual LTDV* $84 $106 $123 $135 Activity for FY2010 Acquired Donors Donors 4,293 1, % Renewed 100% 24% 18% 13% 11% Gifts 5,618 1,430 1, Income $365,580 $95,055 $78,434 $70,905 $64,585 Average Gift $65 $66 $77 $86 $99 Gifts Per Donor Actual LTDV* $85 $107 $126 $142 $157 * LTDV = long term value (to-date)

30 ABC Non-Profit Donor Renewal by of Acquisition Fig. DR.1 $150 Trend of Actual 1, 2, & 3 Donor Value Cumulative Income Per Donor $100 $50 $ of Acquisition 1st Value 2nd Value 3rd Value Fig. DR.2 100% Donor Retention as a % of Donors Originally Acquired % of Original Number Acquired 80% 60% 40% 20% 0% s After Acquisition Acquired 2010 Acquired 2011 Acquired 2012 Acquired 2013 Fig. DR.3 100% Donor Retention as a % of Previous 's Donors % of Previous 's Donors 80% 60% 40% 20% 0% s After Acquisition Acquired 2010 Acquired 2011 Acquired 2012 Acquired 2013

31 Annual Cumulative Giving Analysis 30

32 Findings This Annual Cumulative Giving Analysis gives an overview of some general donor giving patterns, helping to focus fund raiser energies on the truly important issues. The tables display the number of donors, gifts, and income for the current year (first table) and the previous years. These statistics are broken out by annual cumulative giving segments. Figure CG.1 is especially helpful in allowing one to detect and, therefore, focus upon the most productive segments of the file. Figure CG.2 helps one see which donor segments have been experiencing the most/least growth. Figure CG.3 indicates which segments give the most frequently. Generally, those that respond most frequently warrant the greatest frequency of appeals and vice-versa. 31

33 ABC Non-Profit Annual Cumulative Giving Report Fiscal 2015 Cumulative Number of Number of Total Percent Percent Average Gifts Per Dollars Per Gift Range Donors Gifts Income Donors Income Gift Size Donor Donor $1, $641, % 28.1% $1, $1,974 $ $ $249, % 10.9% $ $581 $ $499 5,665 8,783 $911, % 39.9% $ $161 $ 50 - $ 99 5,092 6,821 $297, % 13.0% $ $58 $ 25 - $ 49 4,685 5,238 $146, % 6.4% $ $31 $ 15 - $ 24 1,714 1,802 $32, % 1.4% $ $19 $ 10 - $ $6, % 0.3% $ $10 $ 5 - $ $ % 0.0% $6 1.0 $6 $ 0 - $ $25 0.1% 0.0% $2 1.2 $2 Totals 18,654 24,531 $2,286, % 100% $ $123 Fiscal 2014 Cumulative Number of Number of Total Percent Percent Average Gifts Per Dollars Per Gift Range Donors Gifts Income Donors Income Gift Size Donor Donor $1, $625, % 26.6% $1, $1,979 $ $ $256, % 10.9% $ $578 $ $499 6,009 9,326 $949, % 40.4% $ $158 $ 50 - $ 99 5,551 7,540 $322, % 13.7% $ $58 $ 25 - $ 49 5,038 5,661 $156, % 6.7% $ $31 $ 15 - $ 24 1,734 1,848 $32, % 1.4% $ $19 $ 10 - $ $5, % 0.2% $ $10 $ 5 - $ $ % 0.0% $5 1.0 $5 $ 0 - $ $36 0.1% 0.0% $2 1.3 $2 Totals 19,775 26,260 $2,349, % 100% $ $119 Fiscal 2013 Cumulative Number of Number of Total Percent Percent Average Gifts Per Dollars Per Gift Range Donors Gifts Income Donors Income Gift Size Donor Donor $1, $715, % 27.8% $1, $2,092 $ $ $256, % 10.0% $ $579 $ $499 6,563 10,202 $1,035, % 40.2% $ $158 $ 50 - $ 99 6,107 8,335 $354, % 13.8% $ $58 $ 25 - $ 49 5,295 6,023 $165, % 6.4% $ $31 $ 15 - $ 24 2,066 2,177 $38, % 1.5% $ $19 $ 10 - $ $7, % 0.3% $ $10 $ 5 - $ $ % 0.0% $5 1.0 $5 $ 0 - $ $20 0.0% 0.0% $3 1.0 $3 Totals 21,609 28,816 $2,575, % 100% $ $119 Fiscal 2012 Cumulative Number of Number of Total Percent Percent Average Gifts Per Dollars Per Gift Range Donors Gifts Income Donors Income Gift Size Donor Donor $1, $581, % 23.5% $1, $1,984 $ $ $230, % 9.3% $ $577 $ $499 6,500 9,701 $1,002, % 40.6% $ $154 $ 50 - $ 99 6,712 9,122 $388, % 15.7% $ $58 $ 25 - $ 49 6,445 7,347 $200, % 8.1% $ $31 $ 15 - $ 24 2,859 3,018 $53, % 2.2% $ $19 $ 10 - $ 14 1,123 1,124 $11, % 0.5% $ $10 $ 5 - $ $ % 0.0% $5 1.0 $5 $ 0 - $ $34 0.1% 0.0% $2 1.0 $2 Totals 24,433 31,518 $2,469, % 100% $ $101

34 Fig. CG.1 50% 40% ABC Non-Profit Cumulative Giving Analysis Percentage of Donors & Income Per Annual Cumulative Giving Segment FY % 20% 10% 0% $5-$9 $10-$14 $15-$24 $25-$49 $50-$99 $100-$499 $500-$999 $1,000+ Percent of Donors Percent of Income Fig. CG.2 Four % Change in Number of Donors Per Annual Cumulative Giving Segment 20% % Increase from FY12 to FY15 0% -20% -40% -60% $5-$9 $10-$14 $15-$24 $25-$49 $50-$99 $100-$499 $500-$999 $1,000+ Fig. CG Frequency of Giving Per Annual Cumulative Giving Segment FY2015 Number of Gifts Per Donor $5-$9 $10-$14 $15-$24 $25-$49 $50-$99 $100-$499 $500-$999 $1,000+ Annual Cumulative Giving Segment

35 Most Recent Gift Analysis 34

36 Findings This sub-section addresses the size of the donors most recent gift. The tables showing which giving segment the donors most recent gift fell into for the previous three years are on the next page. The line graphs on the last page summarize the results. 35

37 ABC Non-Profit Most Recent Gift Analysis Fiscal 2015 FY2015 FY2014 FY2013 FY2012 FY2011 FY2010 Recent Gift Size 1-12 Mos Mos Mos Mos Mos 61+ Mos Total $1, $ $ $ $499 4,610 1,499 1,293 1,158 1, ,602 $ 50 - $ 99 4,745 1,772 1,670 1,630 1,441 1,348 12,606 $ 25 - $ 49 5,529 1,989 1,755 2,126 2,014 2,019 15,432 $ 15 - $ 24 2, ,071 1,552 1,370 1,119 8,277 $ 10 - $ ,573 $ 5 - $ $ 0 - $ Total 18,654 6,933 6,444 7,374 6,818 6,276 52,499 Fiscal 2014 FY2014 FY2013 FY2012 FY2011 FY2010 Recent Gift Size 1-12 Mos Mos Mos Mos Mos Total $1, $ $ $ $499 4,849 1,774 1,288 1, ,018 $ 50 - $ 99 5,101 2,150 1,762 1,509 1,368 11,890 $ 25 - $ 49 5,983 2,297 2,277 2,105 2,044 14,706 $ 15 - $ 24 2,220 1,270 1,597 1,399 1,133 7,619 $ 10 - $ ,304 $ 5 - $ $ 0 - $ Total 19,775 8,275 7,870 7,077 6,359 49,356 Fiscal 2013 FY2013 FY2012 FY2011 FY2010 Recent Gift Size 1-12 Mos Mos Mos Mos Total $1, $ $ $ $499 5,268 1,728 1, ,232 $ 50 - $ 99 5,638 2,280 1,608 1,421 10,947 $ 25 - $ 49 6,308 2,910 2,208 2,129 13,555 $ 15 - $ 24 2,656 1,826 1,440 1,169 7,091 $ 10 - $ 14 1, ,100 $ 5 - $ $ 0 - $ Total 21,609 9,835 7,452 6,599 45,495 Most Recent Gift Summary FY2013 FY2014 FY2015 Trend in Size of Most Recent Gift $ $ $ Trend in Average Recency of Donor File (in Months) FY2013 FY2014 FY2015 Recency Segments 1-12 Months Recent 47% 46% 47% (as a Percent of Total Months Recent 22% 19% 18% Donors, 0-48 Months) Months Recent 16% 18% 16% Months Recent 15% 16% 19%

38 ABC Non-Profit Most Recent Gift Fig. MR.1 Trend in Size of Most Recent Gift $120 $100 Average Recent Gift Size $80 $60 $40 $20 $ Fig. MR.2 Trend in Average Recency of Donor File Average Recency in Months Fig. MR.3 100% Recency of Segments as a Percent of Total Donors (0-48 Months) Recency Segments as a % of Total Donors 80% 60% 40% 20% 0% Months Months Months Months

39