Donor Recapture Analysis
Through your appeals and donor retention efforts, you may recapture lapsed supporters who haven't given in over a year. To analyze donors who gave during the current fiscal year after more than 15 months since their previous gift within the past five years, select Recapture in Fundraising, Analyze or Reporting.
Under Year-to-date recapture, you can quickly analyze donors who gave during the current fiscal year after more than 15 months since their previous gift.
Recaptured donors — How many donors — in total — gave this fiscal year and three to five years ago, but not last year.
Recapture rate — How the Recaptured donors total compares to everyone who gave two to five years ago but not last year.
Recaptured revenue — How much your recaptured donors gave — in total — during the current fiscal year.
Revenue recapture rate — How the Recaptured revenue amount compares to the previous fiscal year's recaptured revenue.
Recapturable donors — Similar to a SYBUNT (Some Year, But Unfortunately Not This year) total, how many donors gave two to five fiscal years ago but not during the current or previous year. These donors are good candidates for recapture efforts.
Tip: When a recapturable donor last gave can help determine how you approach them, if at all. For information, see Donor Attrition.
For deeper analysis, use these metrics in tandem. For example, to determine giving trends of your recaptured donors, compare Recapture rate to Revenue recapture rate; if the donor recapture rate is low but the revenue rate is high, your recapture efforts bring in a small number of donors, but they give larger gifts than your previous donor pool.
Tip: To view a list of recaptured donors or their gifts, select the Recaptured donors total or Recaptured revenue amount. For further analysis, select Create list to open the list in Lists, where you can apply additional filters, choose columns, and save for future reuse. For more information, see Lists.
Tip: While recaptured donors gave gifts of any type during the current fiscal year, you can choose whether to analyze their revenue received through cash-in-hand giving or committed through pledges and matching gifts with the Revenue type filter. For more information, see Revenue Types.
Under Year-over-year donor recapture, you can compare the Recapture rate under Year-to-date recapture to your recapture efforts over the previous two fiscal years. If this year's recapture rate takes a downward trend compared to previous years', see Donor Acquisition and Retention for suggestions to help recapture lapsed donors.
To track recapture efforts over the past five years rather than by fiscal year, analyze how many donors each month gave after more than 15 months since their previous gift under Rolling donor recapture. If recapture efforts starts to take a downward trend, see Donor Acquisition and Retention for suggestions to help recapture lapsed donors.
Tip: To gauge acquisition compared to other stages of the donor lifecycle, see Donor Lifecycle Analysis.
To help prevent a relapse, show your appreciation with a personalized hand-written thank you note and ask for details — through a friendly inquiry or short survey — about how to improve engagement.
Tip: By default, the metrics under Recapture consider all constituents. To include only donors with specific primary constituent codes, assigned fundraisers, or giving through specific fundraising efforts, use the filters.
Note: While the Recapture metrics consider all constituents, their lists respect security by constituent code and may include fewer records, based on who you have rights to view. For more information, see Record Security.