> ## 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.

# Growing & keeping value

> Grow regular giving, move donors up in value, win back lapsed donors, and understand long-term value

This theme is about value over time: your regular-giving base, how donors move up and down in value, the win-back opportunity in lapsed donors, and how much each cohort is worth long term.

## Subscriptions

The health of your regular-giving (direct debit / standing order) base.

**KPIs** — **active regular givers**, **committed income**, **attrition rate**, and **average gift size**.

**Charts** — **monthly net change** in both count and committed income (starters vs cancellations, with a net line); **attrition by tenure** (where in the lifecycle cancellations cluster); and **how donors convert** to regular giving (conversion rate + when in their journey they converted).

**Controls** — a date-range slider, and an acquisition-cohort selector on the conversion funnel.

> [tab] KPI row
>
> ![Subscriptions KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/subscriptions-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=56367555f578f59e4481769ddd5e3e46)

> [tab] Monthly net change
>
> ![Subscriptions monthly net change](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/subscriptions-monthly-net-change.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=8feaffb5edc07ff6a389b0c05402df8f)

> [tab] Attrition by tenure
>
> ![Subscription attrition by tenure](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/subscription-attrition-by-tenure.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=fb26e25322b043dfc6127fd0c81b3731)

> [tab] Conversion funnel
>
> ![Subscriptions conversion funnel](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/subscriptions-conversion-funnel.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=76b0dcb754345ea0a842b7c962fd06f6)

## Donor value movement

Who moved up or down a tier from last year to this year.

**KPIs** — the share of donors who **moved up / stayed / moved down / lapsed**.

**Charts** — a **tier-transition matrix** (last year → this year), with upgrade candidates surfaced.

> [tab] KPI row
>
> ![Donor value movement KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-value-movement-kpi.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=b12a9cbd9f1f44e757e52e226bceee23)

> [tab] Tier-transition matrix
>
> ![Donor value movement tier-transition matrix](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-value-movement-tier-transition-matrix.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=5226ab6309f89eed41f5d185e0b228b6)

## Lapsed donors

The win-back opportunity, sized.

**KPIs** — **total lapsed donors**, **potential recovery revenue** (at an assumed reactivation rate), and a highlight on lapsed **middle** donors.

**Charts** — lapsed donors by **band** (warm → cooling → cold), with projected recovery revenue.

**Tables** — the bands detail.

> [tab] KPI row
>
> ![Lapsed donors KPI row](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsed_donors-kpi-filters.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=fd35fe5041415fa95a18c867a1523c77)

> [tab] Lapsed by band
>
> ![Lapsed donors by band and projected revenue](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsed-donors-lapsed-by-band-and-projected-revenue.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=2d593c5de2729d15ec426a34a4fc627d)

> [tab] Reactivation opportunity table
>
> ![Lapsed donors reactivation opportunity table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/lapsed-donors-reactivation-opportunity-table.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=39fd31d0b310c283a9f05abcae16c7bf)

## Cohort retention

Whether your supporters stick around — tracked by the year they were acquired.

**KPIs** — donors in the selected tier.

**Charts** — a **retention matrix and heatmap**: for each acquisition year, the share still giving in later years.

**Controls** — a tier selector (split by lifetime-value tier), with the LTV cut-offs shown.

> [tab] Retention heatmap
>
> ![Cohort retention heatmap](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/cohort-retention-retention-heatmap.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=9dadc64479dab629b8b3ee698889fa77)

> [tab] Retention matrix
>
> ![Cohort retention matrix](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/cohort-retention-retention-matrix.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=16b50f5c938b658fce265d7e25691052)

## Donor trajectory

How giving evolves over a donor's lifetime.

**KPIs** — donors in the selected tier.

**Charts** — **median and mean gift by years since first gift**, per value tier; and, for top-tier donors, an **origin breakdown** (always major vs grew into it).

**Controls** — a tier selector, with the LTV cut-offs shown.

> [!TIP]
>
> Cohort retention and donor trajectory together answer "are we acquiring donors who last and grow?" — the foundation of sustainable income.

> [tab] Giving trajectory
>
> ![Donor trajectory giving trajectory chart](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-trajectory-giving-trajectory.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=03db01af50a487825966f32ee7f408e7)

> [tab] Giving trajectory table
>
> ![Donor trajectory giving trajectory table](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-trajectory-giving-trajectory-table.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=c69f052fce1a0ae971ee6d9f9bc39bb7)

> [tab] Origin breakdown
>
> ![Donor trajectory origin breakdown](https://mintcdn.com/allyyio/Esb-BiiBJxJmmhpi/images/analytics_images/donor-trajectory-origin-breakdown.png?fit=max\&auto=format\&n=Esb-BiiBJxJmmhpi\&q=85\&s=0da04ba76d456723c8cb548c94ff7eca)


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