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Donor Retention Analysis

The goal of your acquisition efforts is to turn new donors into retained supporters who give again and again for the long term. To analyze how many donors give year-over-year and their giving, select Retention in Fundraising, Analyze. You can use these donor retention metrics to track how many of last year's donors remain engaged during the current year — or don't, with the LYBUNT donors total.

By default, the metrics under Retention consider all constituents. To include only donors with specific primary constituent codes, assigned fundraisers, or giving through specific fundraising efforts, use the filters.

Tip: Retained donors gave gifts of any type — excluding soft credits — during both the current and previous fiscal years. With the Revenue type filter, you can choose whether to analyze their revenue received through cash-in-hand giving or committed through pledges and matching gifts. For more information, see Revenue Types.