Donor Attrition

People who donate once are likely to do so again, but only if you keep them engaged. If a donor hasn't given in over a year, they may have lapsed or be at risk of lapsing. To determine whether a donor lapsed or is at risk of lapsing, review their giving history and when they last gave.

To help gauge supporter engagement, analyze your donor attrition with tags or metrics.

  • On constituent lists or records, use tags to gauge attrition based on donors' giving, including soft credits. For more information, see Tags and Recommendations.

  • In Fundraising, Analyze, use the Donor lifecycle metrics under Overview to gauge attrition based on only donors' personal giving — not soft credits. For more information, see Donor Lifecycle Analysis.

Donors lapse for many reasons, from simple oversight or lack of engagement to economic hardship or change in lifestyle. When you reach out to a lapsing or lapsing donor, consider these best practices to help give good reason for them to return to the fold.

Tip: For best practices to help retain, recapture, or re-acquire donors, see Donor Acquisition and Retention.