How do I interpret DonorTrends scoring models?

DonorTrends Models Overview

DonorTrends provides multiple predictive models, each targeting specific donor segments and fundraising objectives. Each model is designed to help you identify which donors are most likely to respond to different types of appeals. 

Step 1: Identify the relevant model for your objective 

1. Review the available models based on your fundraising goals: 

   1. Appeals and Renewals: Scores multi-contribution donors (last contribution within 24 months) on likelihood to generate revenue 

   2. Single Gift Conversion: Scores single-contribution donors (within 24 months) on likelihood to generate revenue 

   3. Upgrade: Scores multi-contribution donors on likelihood to increase yearly giving 

   4. Major Donor Prospects: Scores donors who've given at least half of your Major Donor minimum in the last two years 

   5. Mid-Level Prospects: Scores donors who've given at least half of your Mid-Level Donor minimum in the last two years 

   6. Sustainer Conversion: Scores multi-contribution donors on likelihood to become monthly sustainers 

   7. Sustainer Upgrade: Scores active monthly sustainers on likelihood to upgrade (top scorers) or cancel (bottom scorers) 

   8. Planned Giving: Scores multi-contribution donors on likelihood to request planned giving information 

   9. Reactivate Multi-Gift/Single Gift: Scores donors whose last contribution was 2-5 years ago 

   10. Reacquire Multi-Gift/Single Gift: Scores donors whose last contribution was 5-10 years ago 

Step 2: Understand the scoring system 

1. Examine the raw scores (0-1,000): 

   1. Higher scores indicate higher likelihood of the desired outcome 

   2. Scores update nightly to reflect recent giving activity 

2. Note the tier assignment (1-10): 

   1. Tier 1: Top 10% of donors (most likely to respond) 

   2. Tier 10: Bottom 10% (least likely to respond) 

3. Review the cluster groupings: 

   1. Top 40%: Your highest potential donors 

   2. Middle 30%: Moderate potential donors 

   3. Bottom 30%: Lowest potential donors 

What else do you need help with? 

• Understanding DonorTrends 
• How do I use DonorTrends for campaign segmentation? 
• How do I identify top prospects with DonorTrends?