DECISIVE SYSTEM's in-depth analysis of the database is a real goldmine. It allows us to better understand and segment our donors, thereby optimizing our fundraising strategies and profitability.
Your fundraising database is like a leaky bucket you're constantly trying to fill, and two key factors will predict your long-term success: your ability to fill the bucket with more and more water (through acquisitions) and your ability to limit leaks and losses (by encouraging donor loyalty and limiting donor churn and disinterest over time).
While the first factor (acquisition) is usually measured and tracked with great precision, a fine-tuned analysis of the second factor (loyalty) can lead to incredibly useful insights.
At DECISIVE SYSTEM, whenever we perform a strategic diagnosis When managing a donor database, we always pay close attention to loyalty rates: where they stand today, how they compare to similar organizations with comparable characteristics, and how these rates have evolved over the last few years, thus allowing us to identify long-term trends that might otherwise go unnoticed.
Disappointing loyalty rates can be traced back to a host of factors, each with different roots, and each with perfectly tailored solutions to put in place, whether it is the disappointing long-term value of the donors you acquire through specific channels or offers (see lifetime value analysis), the lack of synergies between the various offline and online channels (see multi-channel analysis), or a less-than-optimal solicitation plan that does not properly adapt your organization’s marketing pressure to the true potential of each of your supporters (see donor potential scoring).
