Retained donors can be divided into two groups, first-time donors and multiple-year donors. First-time donors are those constituents who gave for the first time in the year 2000 and gave again in 2001. Multiple-year donors are constituents who gave in the years 2000, 2001 and at least one other year.



Identify first-time donors by creating a static constituent query. In the criteria, select First Gift Date between 1/1/2000 and 12/31/2000. For the second filter, select Gift Date between 1/1/2001 and 12/31/2001. Save the query and note the number of keys created. This is the number of first-time donors retained from 2000 to 2001.



Identify multiple-year donors by creating and merging two queries. First create a static constituent query. In the criteria, select First Gift Date less than or equal to 12/31/1999. For the second filter, select Gift Date between 1/1/2000 and 12/31/2000. Save the query. Second create another static constituent query. In the criteria, select Gift Date between 1/1/2001 and 12/31/2001. Save the query. Merge the first and second queries using the AND merge operator. Note the number of keys created. This is the number of multiple-year donors who were retained in 2001.



Reactivation

Donors who gave in 2001 after skipping one or more years since their last donation are considered reactivations. Identify these constituents either by running the SYBUNT Report or by creating and merging two queries.



SYBUNT stands for Some Year But Unfortunately Not This. This Analytical report identifies individuals who have donated in the past but not during the specified date range. The number of donors is listed on the last page of the report.



To find reactivated donors using Query, first identify those donors who gave prior to 2000 and again in 2001 by creating a static constituent query. In the criteria, select First Gift Date less than or equal to 12/31/1999. For the second filter, select Gift Date between 1/1/2001 and 12/31/2001. Save the query. Create a second static constituent query to identify donors who gave in 2000. In the criteria select Gift Date between 1/1/2000 and 12/31/2000. Save the query. Using the SUB merge operator, merge the two queries with the first query in the primary position. Save the merged query, and note the number of keys created. This is the number of donors who gave before 2000, skipped 2000, and became active again in 2001.



New Acquisitions

Identify new donors by creating a static constituent query. In the criteria, select First Gift Date between 1/1/2001 and 12/31/2001. Save the query and note the number of keys created. This is the number of new acquisitions.



What's Next?

Chart your results over a 5-year period to determine the strengths and weaknesses in your strategy. Understanding these trends in donor behavior will help you improve donor retention as well as encourage new acquisition growth.