DonorTrends is a predictive analysis tool that helps you raise more money by using artificial intelligence to rank your donors on their likelihood to respond to specific Asks in five areas:
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Yearly Donor Retention/Renewal
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Yearly Donor Upgrading
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Sustainer Conversion/Upgrading
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Lapsed Donor Reactivation
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Planned Giver Identification
The models help you hone strategic engagement with your donor file and can be used to:
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craft segmentation to support differentiated treatment for your donors within major online and offline campaigns.
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identify the best targets for time and/or cost limited cultivation and solicitation
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uncover groups for experiments with churn intervention strategies
DonorTrends is an add-on package. You can request a demo from our Sales Team.
DonorTrends scoring system
Each DonorTrends model ranks a subset of your donor file based on their likelihood to generate a certain outcome.
|
Model Name |
Who is scored/included? |
What is ranked? |
|---|---|---|
|
Appeals and Renewals |
Multi-contribution donors whose MRC is less than 24 months ago |
Likelihood to generate the most revenue |
|
Single Gift Conversion |
Single-contribution donors whose contribution occurred less than 24 months ago |
Likelihood to generate the most revenue |
|
Upgrade |
Multi-contribution donors whose MRC is less than 24 months ago |
Likelihood to upgrade yearly giving |
|
Major Donor Prospects |
A list of all donors who have given at least half of your Major Donor minimum last year or the year before |
Likelihood to upgrade |
|
Mid-Level Prospects |
A list of all donors who have given at least half of your Mid-Level Donor minimum last year or the year before |
Likelihood to upgrade |
|
Sustainer Conversion |
Multi-contribution donors whose MRC is less than 24 months ago, have an HPC less than $600, and do not have an active or failing monthly recurring commitment |
Likelihood to become a monthly sustainer |
|
Sustainer Upgrade |
Active monthly sustainers who are either ready to upgrade or who are at risk of stopping their commitment |
Likelihood to upgrade their amount (at the top) or cancel their commitment (at the bottom) |
|
Planned Giving |
Multi-contribution donors whose MRC is less than 36 months ago and have not made a planned gift |
Likelihood to request more information about planned giving |
|
Reactivate Multi-Gift |
Multi-contribution donors whose MRC is between two and five years ago |
Likelihood to generate the most revenue |
|
Reactivate Single Gift |
Single-contribution donors whose MRC is between two and five years |
Likelihood to generate the most revenue |
|
Reacquire Multi-Gift |
Multi-contribution donors whose MRC is between five and ten years ago |
Likelihood to generate the most revenue |
|
Reacquire Single Gift |
Single-contribution donors whose MRC is between five and ten years ago |
Likelihood to generate the most revenue |
The scores are generated by an AI-derived proprietary algorithm that looks at a donor’s financial household donation history, including all contributions as well as attributions where the type is Donor-Advised Fund, Family/Private Foundation, or Workplace Giving. The scoring process runs nightly to make sure scores reflect the most recent giving information.
Clusters, Tiers, and Scores
Each of the contacts included in a particular model receives a raw score from 0 to 1,000. A higher score means the donor is more likely to generate the specified outcome.
Each donor is then assigned to a tier and a cluster, based on their raw score. There are ten possible tiers (based on 10% increments) for each model, with 1 being the best tier (more likely to generate the given outcome) and 10 being the worst (least likely to generate the given outcome).
The clusters are groupings of the tiers, including a cluster for the top 40%, the middle 30%, and the bottom 30%. The clusters are given names for each model that reflect the predicted performance of that cluster.
Read more about how to use DonorTrends
Alternate search terms: donor trends, donortrends', donor trend