Data Dictionary - metrics in the Dataro Platform
Last updated: September 22, 2026
Field Name | Where it Appears | Description |
Contact | App Wide | An individual/organisation that has given a donation or may give a donation in the future. |
Donor | App Wide | An individual/organisation that has given a donation. |
Revenue | App Wide | A donation made by a 'Contact' to a specific 'Campaign'. |
Campaign | App Wide | A fundraising campaign. |
Campaign Member | App Wide | A communication sent to a 'Contact' as part of a fundraising campaign. |
Commitment | App Wide | The frequency and amount a 'Regular Giver' has pledged to give. |
Single Gift (SG) | App Wide | Revenue' that was given with no 'Commitment'. |
Regular Gift (RG) | App Wide | Revenue' that was given with a 'Commitment'. |
Single Giver (SG giver) | App Wide | A 'Contact' that has given a 'Single Gift' at any point in time. |
Regular Giver (RG giver) | App Wide | A 'Contact' that has given a 'Regular Gift' at any point in time. |
Mid Value Giver | App Wide | A 'Contact' that has given a total sum of 'Revenue' within the defined <MID_LOW> and <MID_HIGH> threshold in the last 12 months. By default this only includes 'Single Gifts'. You can choose to include recurring gifts if the 'Mid includes recurring giving' checkbox is checked in Settings. |
Major Giver | App Wide | A 'Contact' that has given a total sum of 'Revenue' within the defined <MAJOR_LOW> and <MAJOR_HIGH> threshold in the last 12 months. By default this only includes 'Single Gifts'. You can choose to include recurring gifts if the 'Mid includes recurring giving' checkbox is checked in Settings. |
Period | Fundraising Intelligence | A span of time used to group data. Examples of periods are monthly, quarterly or annually. |
Active Donor | Fundraising Intelligence | A 'Contact' who gave 'Revenue' of the relevant 'Type' in the current 'Period'. |
Acquired Donor | Fundraising Intelligence | An 'Active Donor' that has never given any 'Revenue' before this 'Period'. |
Converted Donor | Fundraising Intelligence (Not SG) | An 'Active Donor' that has given 'Revenue' before this 'Period', but never given 'Revenue' of this 'Type'. |
Reactivated Donor | Fundraising Intelligence | An 'Active Donor' that has given 'Revenue' of this 'Type' before this 'Period', but did not give 'Revenue' of this 'Type' in the previous 'Period'. |
Churned Donor | Fundraising Intelligence | A 'Contact' that was an 'Active Donor' in the previous period but is not an 'Active Donor' in the current 'Period'. |
Active Regular Giver | Predictions | An 'Regular Giver' that has given a 'Regular Gift' in the last 90 days. |
Propensity | Predictions | A type of prediction we make. For example: DM Appeal, RG Churn, GiW... |
Score | Predictions | The raw value a 'Contact' gets for a given 'Propensity'. |
Rank | Predictions | The number of 'Contacts' that have a higher 'Score' than this 'Contact' + 1 |
Calibrated Score | Predictions | The percentage chance a 'Contact' will successfully act on a given 'Propensity'. |
Calibrated Rank | Predictions | The number of 'Contacts' that have a higher 'Calibrated Score' than this 'Contact' + 1 |
Year-End Givers | Smart Audience (Year-end givers (2x in 5 years)) | Donors who have given a successful gift in December twice in the last 5 years |
Long-Term Donors | Smart Audience (Long-term donors) | Donors who first gave more than 5 years ago and have given in the last 12 months. |
Upcoming donor anniversaries | Smart Audience (Upcoming donor anniversaries) | Donors who gave their first gift within a yearly range of the next 30 days. |
Total donations | Home > Daily Look | The cumulative sum of all successful donations for this and last year. |
Donor Count | Home > Daily Look | The cumulative sum of distinct donors for this and last year. Successful donations only. |
Total Contacts | Home > Overview | The total number of contacts in the database |
Active Donors (24 Months) | Home > Overview | The total number of donors in the last 24 months |
Revenue this year | Home > Overview | The sum of all successful donations this year. |
<change> in donors since last year | Home > Overview | The count of distinct donors this year vs. the same time last year. |
<change> in revenue since last year | Home > Overview | The sum of revenue this year vs. the same time last year. |
Campaign Size Suggestion: DM Appeal | Campaign Size Suggestions | The recommended size for the core segment of a Direct Mail Appeal campaign. By default it is hardcoded to the number of donors scoring above 0.01 on the DM Appeal propensity, however, it can be configured and overridden using the advanced sizing tool. |
Campaign Size Suggestion: DM Appeal 500 | Campaign Size Suggestions | The recommended size for the >$500 portion of the campaign. Hardcoded to 10% of the DM Appeal campaign suggestion. |
Campaign Size Suggestion: 24M Lapsed | Campaign Size Suggestions | The recommended size for the lapsed portion of the campaign. Hardcoded to 5% of the DM Appeal campaign suggestion. |
Campaign Size Suggestion: RG Churn | Campaign Size Suggestions | The recommended size for a monthly RG Churn campaign. Hardcoded to 6% of the active RG pool. |
Campaign Size Suggestion: RG Upgrade | Campaign Size Suggestions | The recommended size for a monthly RG Upgrade campaign. Hardcoded to 5% of the active RG pool. |
Campaign Size Suggestion: RG Reactivation | Campaign Size Suggestions | The recommended size for a monthly RG Reactivation campaign. Hardcoded to 6.5% of the lapsed RG pool. |
Campaign Size Suggestion: Convert to RG | Campaign Size Suggestions | The recommended size for a monthly Convert to RG campaign. Hardcoded to 5% of the DM Appeal campaign suggestion. |
Number of Acquired Donors | Single Giving Reports - Changes over time (metric) | Number of donors who gave their first ever gift (single giving only) |
Number of Reactivated Donors | Single Giving Reports - Changes over time (metric) | Number of donors who have given a single gift previously, but not in the previous year, who have "reactivated". |
Number of Converted Donors | Single Giving Reports - Changes over time (metric) | Number of donors who have given previously to RG, but never given SG previously, who have given their first SG gift. |
Convert to Mid % | Single Giving Reports - Acquisition & Conversion (metric) | The number of donors who gave at least 1 >$500 gift in the next 5 years |
Active Donor | Recurring Giving - Donor Flows | Number of donors who have a successful recurring gift in the current year |
Churned Donor | Recurring Giving - Donor Flows | Number of donors who have no successful recurring gift in the current year but do have one in the previous year |
Acquired Donor | Recurring Giving - Donor Flows | Number of donors who made their first ever gift this year, and the gift was recurring gift |
Converted Donor | Recurring Giving - Donor Flows | Number of donors who made an recurring gift in the current year, no recurring gifts in the past, but had made single gifts in the past |
Reactivated | Recurring Giving - Donor Flows | Number of donors who had made an recurring gift this year and sometime before the previous year, but gave no recurring gift in the previous year |
Churned Donor | Recurring Giving - Changes Over Time | Number of donors who have no successful recurring gift in the last 12 months but do have one in the previous 12 months |
Acquired Donor | Recurring Giving - Changes Over Time | Number of donors who made their first ever gift in the last 12 months, and the gift was recurring gift |
Converted Donor | Recurring Giving - Changes Over Time | Number of donors who made an recurring gift in the last 12 months, no recurring gifts in the past, but had made single gifts in the past |
Reactivated | Recurring Giving - Changes Over Time | Number of donors who had made an recurring gift in the last 12 months and sometime before the previous 12 months, but gave no recurring gift in the previous 12 months |
Major Value Giving Prospects | Major Donor Program Summary | A Dataro heuristic. Roughly equates to the number of major donor in the past 12 months plus the number of lapsed majors donors in the last 12 months, multiplied by ~1.5 |
Mid Value Giving Prospects | Mid Donor Program Summary | A Dataro heuristic. Roughly equates to the number of mid value donors in the past 12 months plus the number of lapsed mid value donors in the last 12 months, multiplied by ~1.5 |
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