> ## Documentation Index
> Fetch the complete documentation index at: https://docs.allyy.io/llms.txt
> Use this file to discover all available pages before exploring further.

# My donor base

> Who your donors are, how they move between segments, and whether you are over-contacting them

This theme is about people: where new donors come from, how they progress (or drop off), how they segment, who's drifting away, and whether your contact frequency is helping or hurting.

## Acquisition

Where new donors come from and how many come back.

**KPIs** — **new donors vs last year**, and the **average first gift** this year (with the file-wide average for reference).

**Charts** — **new donors per month**, and **average first gift by year** (with a reference line at the file average).

**Tables** — **value by source**: average first gift, estimated 12-month value, and second-gift conversion at 90 days and 12 months, per acquisition source.

**Controls** — a year selector.

> [!NOTE]
>
> **Screenshot to add** — Acquisition: KPI row + value-by-source table.

## First gift to regular

The journey from a first gift to repeat giving — and where donors drop off.

**Charts** — a **cohort funnel** (first gift → second → third → currently active) with conversion rates and median timing.

**Tables** — **communications touchpoints**: the typical number of DM/TM contacts before each gift stage.

> [tab] KPI row
>
> ![First gift to regular KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/first-gift-to-regular-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=64360f938a0b0ea85411b1b9b22e8cf1)

> [tab] Journey funnel
>
> ![First gift to regular journey funnel](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/first-gift-to-regular-gift-journey-funnel.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=ad1d77d7b3807717987d86030bf2002b)

> [tab] Step detail
>
> ![First gift to regular step detail](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/first-gift-to-regular-step-detail.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=42313923c0a9e5163e6a8ca33af1cbba)

## Donor segments (RFM)

Donors grouped by how **recently** and how **often** they give, coloured by average gift value.

**KPIs** — tiles for **champions, at-risk, hibernating and lost** segments.

**Charts** — a **recency × frequency** grid, coloured by mean gift value.

**Tables** — a segment summary (donors, % of donors, income, % of income).

> [tab] RFM grid
>
> ![Donor segments RFM grid](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/rfm-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=38dc06fc16a2a886b65a10d529d38e5c)

> [tab] Segment summary
>
> ![Donor segments RFM segment summary](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/rfm-segment-summary.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=683143836573c4ccf4fd466959243de8)

## Lapsing & churning

Are the donors you're losing valuable — and can you afford to lose them?

**KPIs** — the split of the base into **active / lapsing / churning** (count and % of base).

**Charts** — **active vs lost value** bars (subscription donors active vs churned; sporadic donors active vs lapsed), and a **segment-transition** view (active → warm → cooling → cold → lost) over time.

**Tables** — *"Are we losing valuable donors?"*: median value of donors going quiet vs active peers, with the % difference.

**Controls** — a year selector for the transitions; an expander defines active / lapsing / churning / lapse bands.

> [tab] Active vs lost value
>
> ![Lapsing and churning active vs lost value](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsing-active-vs-lapsed.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=5f8f1bb4a232b13ab4cf4ce9a2103196)

> [tab] Segment-transition chart
>
> ![Lapsing and churning segment-transition chart](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsing-sankey.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=47fba157263d0445570157e606e860b8)

> [tab] Value-comparison table
>
> ![Lapsing and churning value-comparison table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsing-value-comparison-table.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=f32064659400a70dbeec2d469908de48)

## Contact frequency

How the number of times you contact donors relates to their giving — a signal to investigate, **not proof of cause**.

**Charts** — a 2×2 grid plotting **net giving, response rate, gift count and gift size** against contact-frequency band, one line per tier.

**Tables** — an **apparent optimal contact band** per tier, flagging tiers that look over-contacted and the value potentially at risk.

**Controls** — a channel selector (all / DM / TM) and a year selector.

> [!WARNING]
>
> Contact frequency isn't randomly assigned — your most valuable donors are contacted more by design. Read these curves as prompts to investigate, not rules to act on blindly.

> [tab] 2×2 metric grid
>
> ![Contact frequency 2x2 metric grid](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/contact-frequency-2x2-metric-grid.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=103ca1b43d9aed8697f75aa78a5c405f)

> [tab] Optimal-band table
>
> ![Contact frequency optimal-band table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/contact-frequency-apparent-optimal-contact.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=ff4d2089f545795a340abd2c8a6c6918)

## Donor insights

Which of your donor **attributes** — region, acquisition source, age band, and the like — relate most strongly to how much donors give, how often, and whether they stick around. The relationships are found automatically; they're **descriptive group comparisons, not predictions**, and never a claim that an attribute *causes* the outcome.

**What matters most** — a ranked list of the strongest relationships, each phrased plainly: *"{attribute} = {group} → {outcome} is {n}× the average"*, with the group's value against the file-wide average and a strength score.

**Explore an attribute** — pick any attribute and an outcome (**average value**, **giving frequency** or **retention rate**) to see a bar chart across that attribute's groups, plus a table of donor counts and the outcome per group.

> [!WARNING]
>
> These are correlations across your existing file, not causes. A group that gives more may differ in many ways — treat the strongest relationships as a prompt to look closer, not as a lever to pull.

> [tab] What matters most
>
> ![Donor insights what matters most](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-insights-what-matter-most.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=ae7b83f5c089580c6f9edb96d41b189a)

> [tab] Explore an attribute
>
> ![Donor insights explore an attribute](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-insights-explore-an-attribute.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=77d660a2dac022ef78130a808ce82dde)

## Donor segments (behavioural)

Natural groups within your existing donors — clustered by **giving behaviour** (recency, frequency, total value, tenure and first-gift size), then described by **who they are**. Like the rest of the dashboard this is **descriptive, not predictive**: it summarises the donors you already have, it doesn't score or forecast.

*(In the app this page is titled **Donor Segments**; it complements the [engagement-based RFM view](#donor-segments-rfm) above — RFM uses fixed recency × frequency rules, this finds the groupings that naturally exist in your file.)*

**Segment map** — each bubble is a segment at its average position, sized by number of donors. Two axes are selectable (the same behavioural features), but every segment is defined on **all** the features at once — the map is one view of a multi-dimensional grouping.

**The segments** — a card per segment with a plain-language profile sentence and three headline metrics: **donors** (and % of base), **revenue share** (and total), and **retention** (with the lapsing share). Each card also lists the **attributes that over- or under-index** in that segment (attribute, value, lift, direction) — the "who they are" behind the behaviour.

> [tab] Segment map
>
> ![Donor segments segment map](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-segments-segment-map.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=6823a7644fbeb3cfc7c8767e0c7858c9)

> [tab] Segment card — frequent
>
> ![Donor segments segment card — frequent](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-segments-a-segment-card-1-frequent.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=effe107089a6667baa5af13f49f10d49)

> [tab] Segment card — lapsing
>
> ![Donor segments segment card — lapsing](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-segments-a-segment-card-2-lapsing.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=23141c0660e71acbbffcf953af4b685a)

> [tab] Segment card — one-off
>
> ![Donor segments segment card — one-off](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-segments-a-segment-card-3-one-off.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=734ae0bb748ac42ed530177e37ee49b9)


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