Recaptured Donors

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Bethany Cox

• February 03, 2022 18:55

My dashboard contains donor retention stats. I'm curious how the Recaptured Donors number is calculated.

If the donor gave in 2021 and another year but not 2020, does this mean they didn't give in 2019 either because if they did they would be included in the Reactivated Donor calculation? So is it safe to say the Recaptured Donors could be included in the Reaquired Donors number since with both they gave in 2021 but not in 2019 or 2020?

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  Laura Block

  • February 22, 2022 22:48

  Hi Bethany,

  Thanks for the question! Here's how we're defining these Donor Retention Stats:

  (Note: I'm using "this year" in my definitions with the assumption that you've set the widget to show either the current fiscal or calendar year, but you'll notice that you can also use the widget to "time travel" back to view stats from previous years)

  New Donors - Donors whose first gift occurred this year

  Retained Donors - Donors who gave last year and this year

  Reactivated Donors - Donors who gave two years ago, lapsed during the previous year, and then gave again this year

  Lapsed Donors - Donors who gave last year but not yet this year

  Recaptured Donors - Donors who gave at least once in the past, did not donate last year, but made a new gift this year. This list will include Reactivated Donors as you mentioned but is a bit broader, since it captures donors who gave sometime in the past, not necessarily limited to two years ago.

  Reacquired Donors - Similar to Reactivated but looking at a longer time span. These are donors who have given some time in the past, have not donated in the past 2 years, but made a new gift this year.

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