> ## 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.

# Where income comes from

> What drives your income — concentration, campaigns, seasonality, gift sizes, and what moved the total

This theme explains the shape of your income: how dependent you are on a few donors, which campaigns and seasons drive giving, how gifts cluster, and what moved income between periods.

## Income concentration

How much of your income rests on a small number of donors — your concentration risk.

**KPIs** — share of income from your **top 1% / 10% / 25%** of donors, and a **Gini** measure (0 = perfectly even giving, 1 = all income from one donor; higher = more concentrated).

**Charts** — a **Lorenz curve** (cumulative income vs cumulative donors; the further it bows from the diagonal, the more concentrated).

**Tables** — **income by donor tier** (donors, total income, mean gift, % of file, % of income).

**Controls** — a year selector.

> [tab] KPI row
>
> ![Income concentration KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/value-conecentration-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=00c1b2cd5977cc9c0e2637853e60ca73)

> [tab] Lorenz curve
>
> ![Income concentration Lorenz curve](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/value-concentration-lorenz-curve.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=ce5efbf98dea39d760f223bc98a8f964)

> [tab] Income by donor tier
>
> ![Income by donor tier table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/value-concentration-donor-tier-table.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=56842ead9fb5ba932d221808c118163e)

## Campaign attribution

Which campaigns actually drove giving, with gifts matched to a mailing within an attribution window.

**Charts** — **attributed income per campaign** (top N, filterable by channel).

**Tables** — per-campaign detail with optional response rates, plus a **by-channel** comparison (total / median income per channel).

> [tab] Top campaigns by attributed income
>
> ![Top campaigns by attributed income](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/campaign-attribution-top-n-campaigns-bar.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=b7203de036029b53b8803f9693066e4c)

> [tab] Campaign detail & channel comparison
>
> ![Campaign attribution detail and channel comparison](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/campaign-attribution-campaign-detail.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=b1853e8530fd3e5a30388d97d3ac27de)

## Income seasonality

When income arrives across the year — and how exposed you are to a single period.

**KPIs** — **peak month** and its share of annual income, plus the **Nov–Dec** concentration.

**Charts** — a monthly income **heatmap** (absolute and % of annual), and a **year-overlay** line of monthly patterns across years.

> [tab] KPI row
>
> ![Income seasonality KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-seasonality-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=7e61b65810aa98adf25952ee167922c6)

> [tab] Monthly heatmap
>
> ![Income seasonality monthly heatmap](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-seasonality-heatmap.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=eff4de7fbb861f95770867d5eeecbce7)

> [tab] Year-overlay
>
> ![Income seasonality year-overlay](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-seasonality-year-overlay.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=29a23c6353215c93b6c89779de11b43f)

## Gift distribution

Where donors are giving now — the spread of gift sizes.

**Charts** — a **histogram** of gift amounts, and a **year-on-year change by band**.

**Tables** — the most common gift amounts (count and % of total).

**Controls** — a year selector.

> [tab] Histogram
>
> ![Gift distribution histogram](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/gift-distribution-histogram.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=d590af999baad06db52753d5e80ea8a7)

> [tab] Top gift amounts
>
> ![Gift distribution top gift amount table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/gift-distribution-top-gift-amount-table.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=f482cbceb039524d39afdcf3fd32eb0b)

## Income waterfall

The single most useful "what happened to our income?" view — it decomposes the change between two periods into drivers.

**KPIs** — **net income change** (with %), **opening** and **closing** income, and a **biggest-lever** callout naming the bucket that moved the total most.

**Chart** — the **waterfall**: Opening → **+ New** → **+ Reactivated** → **+ Upgrade** → **− Downgrade** → **− Lapsed** → Closing. Green steps add income, red remove it.

**Detail** — the same waterfall **per segment** (subscription, sporadic, large + middle donors), with a per-bucket breakdown (amount and donor count).

**Controls** — rolling-12-months vs calendar-year view, with a year selector.

> [!TIP]
>
> "Income went up 4%" becomes "we gained €X from new donors but lost €Y to downgrades" — the waterfall turns a single number into an action list.

> [tab] Overall waterfall
>
> ![Income waterfall overall](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-waterfall-overall-waterfall.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=5a784f88dabe1de54e77934693d465bc)

> [tab] Expanded bucket
>
> ![Income waterfall expanded bucket](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-waterfall-expanded-bucket.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=0b2fb912fd7b5809cf601a677909ab93)

> [tab] Subscription donors
>
> ![Income waterfall subscription donors](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-waterfall-subscription-donors-waterfall.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=87546720042e6c0d5606e7730a430ef1)

> [tab] Large + middle donors
>
> ![Income waterfall large and middle donors](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-waterfall-large-middle-donor-waterfall.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=e73bddc33d4b81cabf5d6f662d55c3de)

> [tab] Sporadic givers
>
> ![Income waterfall sporadic givers](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/income-waterfall-sporadic-givers-waterfall.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=bb96d3ff49e90e24d46c2c91ab8a5ae5)


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