Your nonprofit CRM holds a wealth of information about your fundraising. However, so many nonprofits are sitting on their data without taking the time to leverage it to boost their fundraising. The start of a new year is a great time to run through your data and spot trends, opportunities, and potential risks.

In this article, we’ll walk you through analyzing your fundraising data and show you how to use it to have a successful year ahead.

1. Find Your Most Engaged Donors with RFM Analysis

RFM stands for Recency, Frequency, and Monetary value. It’s a proven method for scoring donors based on when they last gave (Recency), how often they give (Frequency), and how much they contribute (Monetary). The higher the RFM score, the more engaged and valuable that donor is to your organization.

Ask your data: “Show me my top RFM-scored donors” or “Which donors have given at least three times in the past year with gifts over $500?”

Your high-RFM donors are prime candidates for major gift conversations, monthly giving programs, or board recruitment. They’ve already demonstrated commitment to your mission.

2. Uncover Hidden Major Donor Prospects and Understand the Path to Major Giving

Not all major donor prospects wave a flag. Sometimes your most promising prospects are hiding in plain sight within your database. But beyond just identifying them, understanding how donors become major donors can help you replicate that success.

Ask your data:

• “Which donors have increased their giving amounts over the past three years?”
• “Show me donors who started with small gifts but now give $5,000 or more”
• “What was the average gift amount before donors made their first $5,000+ gift?”
• “How long were donors engaged with us before making a major gift?”
• “Show me the giving progression of current major donors over their lifetime”

These insights reveal the typical journey to major giving at your organization. You might discover that major donors usually give for 3-4 years before making a large gift, or that they typically start around $250 and gradually increase. This helps you identify which current donors are on that same trajectory and deserve more personal attention now (before a competitor organization recruits them).

3. Identify Lapsed Donors Before They’re Gone for Good

Donor retention is more cost-effective than acquisition, but many organizations don’t realize they have donors slipping away until it’s too late.

Ask your data: “Who donated in 2023 but not in 2024?” or “Show me donors who gave regularly but haven’t contributed in the last 12 months.”

These queries help you create targeted re-engagement campaigns before lapsed donors become completely disengaged. A simple “we miss you” message or update on your impact can bring donors back into the fold.

4. Understand Your Donor Journey and Optimize Retention

The period between a donor’s first and second gift is critical. Lose them here, and they become one-time donors. Engage them successfully, and they’re on the path to becoming loyal supporters.

Ask your data: “What’s the average time between a donor’s first and second gift?” or “Show me first-time donors from last year who haven’t given again yet.”

This insight helps you time your follow-up communications perfectly. If your data shows most second gifts come within 90 days, you know you have a three-month window to steward new donors. If you’re seeing long gaps or many donors who never give a second time, it’s a signal to strengthen your new donor welcome series and impact reporting.

5. Spot Seasonal Trends and Leverage Them for Good

Are your donors more active at certain times of the year? Understanding your giving patterns can help you time your campaigns for maximum impact.

Ask your data: “Which months had the highest donation volume last year?” or “Show me average gift amounts by quarter.”

If you notice your donor base is particularly generous during spring months, consider launching a mini campaign to capitalize on that natural engagement. Or if year-end giving dips earlier than expected, you might adjust your calendar to start appeals sooner.

6. Identify Geographic Giving Patterns

Your supporter base might have geographic concentrations you’re not fully leveraging.

Ask your data: “Which cities or zip codes have the most donors?” or “Show me total giving amounts by state.”

If you discover a cluster of supporters in a particular region, you might host a local appreciation event, recruit a regional ambassador, or target local media outreach. Geographic data can also reveal underserved areas where awareness-building efforts could pay off.

7. Evaluate Campaign Performance Across Channels

Understanding which campaigns and communication channels drive results helps you allocate your limited time and budget more effectively.

Ask your data: “Compare donation totals by campaign type for last year” or “What was the average gift size for email appeals versus direct mail?”

You might discover that your spring email series outperformed your fall gala, or that text-to-give campaigns attract younger donors with smaller but more frequent gifts. These insights help you double down on what works.

Making Data Analysis Effortless with DonorSnap Analytics

Running these kinds of queries used to require SQL knowledge, complex report building, or expensive data analysts. That’s why we built DonorSnap Analytics, an AI-powered tool that lets you ask questions about your fundraising data in plain English and get instant answers.

No technical expertise required. No waiting for reports to run. Just ask your question and get the insights you need to make smart decisions for your organization.

Ready to stop sitting on your data and start using it to drive your mission forward? Learn more about DonorSnap Analytics or schedule a demo to see it in action.