Donor Journey
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Getting Here
Navigation: Steward → Donor Journey
Overview
The Donor Journey page provides engagement analytics showing how your donor base is trending over time. Each donor is classified into a trajectory (Growing, Stable, Declining, New, Lapsed, or At Risk) based on their giving patterns over the last 90 days. The page includes summary KPIs, a trajectory distribution chart, a risk assessment, and a detailed donor list with individual trajectory badges.
Fields & Controls
Summary Cards
| Field | Type | Description |
|---|---|---|
| Total Donors | Number | Total number of donors in the system. |
| Average Giving | Currency (CAD) | Average giving per donor across the analysis period. |
| Retention Rate | Percentage | Percentage of donors who gave both this quarter and last quarter. |
| At-Risk Count | Number | Number of donors classified as At Risk or Declining. |
Trajectory Distribution Chart
| Field | Type | Description |
|---|---|---|
| Growing | Bar + count | Donors whose giving increased 10%+ over the last 3 months. Color: green. |
| Stable | Bar + count | Donors whose giving is within +/- 10%. Color: blue. |
| Declining | Bar + count | Donors whose giving decreased 10%+. Color: amber. |
| New | Bar + count | Donors whose first gift was within the last 90 days. Color: purple. |
| Lapsed | Bar + count | Donors with no gift in the last 90 days. Color: red. |
| At Risk | Bar + count | Donors who are declining and below average giving. Color: rose. |
Risk Assessment
| Field | Type | Description |
|---|---|---|
| Risk Level | Badge | Overall risk classification: LOW (green), MEDIUM (amber), or HIGH (red). |
| Risk Factors | List | Specific factors contributing to the risk level (e.g., high lapse rate, declining average, low retention). |
Donor List
| Field | Type | Description |
|---|---|---|
| Donor Name | Link | Donor display name. Click to navigate to the donor profile. |
| Trajectory | Badge | Individual trajectory classification with color indicator. |
| Last Gift | Date | Date of the donor most recent gift. |
| Total Giving | Currency (CAD) | Total giving for the analysis period. |
| Risk Level | Badge | Individual risk level: Low, Medium, or High. |
| Trend | Visual | Giving trend indicator (up arrow, flat, or down arrow). |
Actions
View Donor Profile
- Click a donor name in the donor list
- You are taken to the Donor Profile page
Filter by Trajectory
- Click a bar in the trajectory distribution chart
- The donor list below filters to show only donors in that trajectory category