Participation

Purpose of this perspective

The Participation perspective provides a clear view of how the active donor base is formed from year to year. It moves beyond total donor counts to reveal the underlying movement within the system.

By focusing on how gains and losses shape the active file, this perspective helps organizations understand whether growth is sustainable over time, or whether new donors are primarily replacing those who have dropped out.

What this perspective looks at

Participation focuses on donor activity within a defined period. It breaks the active file down into distinct groups to show the different forces that drive participation:

New donors
These are donors participating for the first time. Tracking this group shows how effectively the organization is refreshing its base and expanding its reach through acquisition.

Retained donors
These are donors who were active in the previous period and chose to give again. This group represents the core stability of the donor base and reflects the organization’s ability to maintain ongoing engagement.

Reactivated donors
These are donors who return after a period of inactivity. Their presence indicates re-engagement strength and shows the organization’s ability to bring back supporters without relying solely on new acquisition.

Lost donors
These are donors who were active previously but did not participate in the current period. Identifying this group makes donor loss visible and helps quantify the scale at which the active file is changing.

Net change in the active donor base
By weighing new and reactivated donors against those who have been lost, this shows the true direction of the donor base. It clarifies whether participation is growing, contracting, or remaining broadly stable.

Retention and attrition by donor type
Attrition is examined separately for new, reactivated, and retained donors. This recognizes that not all donor loss has the same meaning. For example, high attrition among new donors points to different dynamics than attrition among long-term retained donors.

Some of the questions this perspective answers

• How is our active donor base actually renewed each year?

• Are we growing because we are keeping donors, or primarily because we are acquiring new ones?

• How strong is our reactivation in bringing back lapsed supporters?

• Which donor groups are driving attrition, and where does loss matter most?

• Is the active donor base becoming more stable or more volatile over time?

Want to explore how this approach might apply to your organization?

Curious to hear your challenges and ideas.