What is Reactivation?

Reactivation is the number of ($) donations or (#) donors who previously lapsed, but gave again this year to your organization.

How is it calculated?

We find all the donors (and their donations) who left a gift in a previous year and then stopped giving. Then we find when they came back and gave another donation.

For example, a donor who left a gift to your organization in 2008 and did not leave a gift in 2009, 2010, or 2011, but did leave a gift in the 2012 would be in the 2012 segment of your reactivation report.

What is it for?

  • Understand recapture strategy effectiveness
  • Set realistic goals for recapture rate across giving segments
  • Identify patterns in specific donor segment behavior
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