Measuring your Overall Recurring Dollars
If you've implemented a recurring contribution program (and you absolutely should), you'll want to track your results so you can make smarter budgeting decisions. Go to your Dashboard by clicking on your group's name in the "My Dashboards" sidebar and click on the Recurring tab.
Here you'll see how much money your group is projected to bring in, how many active recurring supporters you have, and how much you've raised in the past through recurring contributions. The chart on the bottom of the page gives you a breakdown of how many dollars you'll bring in each month for the next two years.
By clicking on the Overview tab, you’ll see the amount of recurring dollars you’re projected to bring in, broken down by month for the past 13 months.
You can also see the total amount you’ve raised from recurring contributions over time by clicking the “Total contributions” radio button below the chart. Here, you can also see new contributions and any new contribution amounts.
If you scroll down further you’ll see a table with another detailed breakdown of your recurring program, including your number of supporters and your new supporters each month, as well.
If you click on the Recurring Retention tab, you’ll be able to see two visualizations of your recurring program and your overall recurring dollars.
The first chart you’ll see (the Retention Matrix) groups recurring contributions together by month. You can look left to right to follow the monthly trends of a group of contributions.
Rows represent every recurring contribution that began that month and the numbers 0-13 above the columns represent the number of months since the initial donation. The percentages represent the retention rate of those contributions.
You can look left to right to follow the monthly trends of a group of contributions, look top to bottom to figure out what happens to contributions after a specific number of months, and you can spot trends.
It’s important to note that a campaign or organization that is just getting started building a recurring program won’t see as many rows and columns in their chart and that every campaign and organization’s retention rates will be different.
You’ll also see a second graph (the Cohort Decay) like the one above. Here, you can hover over each of the lines to see the monthly recurring contribution fulfillment rates. This helps you to get an idea of the trends that are normal for your organization.
The grey and yellow lines represent the retention rate for a month’s worth of contributions. Basically, each row from the chart on top of this page is represented as a single line in this graph.
The red line is a trend line, which can help you gauge whether a month’s recurring pledges are over- or under-performing. Lines above the red line are being fulfilled at a higher rate than average and the opposite is true for lines below the trend line.