Reflection questions for Recurring Giving analysis

Helpful questions to ask yourself when analyzing Recurring Giving (RG) results.

• How many successful RG gifts did we receive in the past month?
• Is the total number of active RGs increasing or decreasing over time?
• How many donors did we reactivate, convert or upgrade in the past quarter?
• How does our number of RG acquisitions and conversions compare to similar sized organisations?
• Is our active donor pool increasing or decreasing over time?
• Did our new acquisition strategy/campaign have an additional impact on conversions, upgrades or reactivations?
• If our active pool is shrinking, is it due to a lack of inflow (not enough new donors), or a large outflow (too many lapsed donors)?
• If our active pool is growing, is it due to a high inflow (new donors) or a low outflow (few lapsed donors)?
• What is the average LTV to expect from newly acquired RG donors?
• Are digitally acquired RG donors more likely to upgrade than donors acquired via phone campaigns?
• Are acquisition metrics such as LTV and upgrade rate higher or lower this year compared to last year?
• How do our acquisition metrics compare to a benchmark of competitor organisations or the sector at large?