End-of-year campaigns can feel like a high-stakes gamble. You set ambitious targets, launch your appeals, and hope supporters respond. But what if you didn’t need to rely on instinct (or luck) at all?
The truth is: your donors already told you what works - in last year’s results. The question is, are you listening?
Here are 5 practical ways charities can use last year’s campaign data to forecast success and uncover growth opportunities:
Dig Deeper Than the Total Raised
The money raised matters, but it doesn’t tell the full story. Look at:
- Average gift size – are supporters giving more, less, or the same?
- Retention vs acquisition – are you keeping more donors than you lose?
- Gift Aid & fee cover rates – small percentages can mean thousands.
Follow the Donor Journey
Every gift comes with a story. What happened after “donate”?
- Who gave once and disappeared?
- Where in the donation process did people drop off?
- Which channels nurtured your most engaged supporters?
👉 Tip: Smooth the donor journey — fewer clicks, quicker thank-yous, stronger follow-up.
Look for Timing Clues
Not all days are equal when it comes to giving.
- Did payday, Giving Tuesday, or Christmas week drive spikes?
- Which emails or social posts created the biggest surges?
👉 Tip: Build this year’s calendar around proven peaks — don’t guess when supporters want to give.
Model “What If?” Scenarios
Even small changes make a big difference.
- If conversion rates improve by 1%, what’s the extra income?
- What’s the value of a 5% retention lift?
👉 Tip: Set “good, better, best” scenarios so your team can adapt in real time.
Let Tools Do the Heavy Lifting
Manual analysis takes time, but tools like the Fundraising Fitness Test (FFT) quickly highlight donor retention, attrition, and growth opportunities.
👉 Tip: Bring data-driven forecasts to trustees and leadership to secure buy-in for campaign decisions.
The Bottom Line
Last year’s campaign isn’t just a memory - it’s a roadmap. By mining the right data, spotting behaviour trends, and modelling scenarios, you’ll go into this year’s appeals with sharper forecasts, smarter strategies, and more confidence.
How is your charity using last year’s data to prepare for this year’s campaign season?
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