Lost Potential

What is lost potential?

Lost potential is a projection of how much future donation revenue was lost when a donor did not renew at your organization.

How is lost potential calculated?

Fundraising Report Card takes the total count of lapsed donors in any given segment and multiplies that number with the lifetime value of a donor in that same segment.

For example, if your organization had 10 lapsed $1,000 to $5,000 donors in 2017, and the lifetime value of a $1,000 to $5,000 donor is $10,000, your lost potential would be $100,000.

lost potential

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