What should a consultant focus on when helping a nonprofit analyze donor engagement data?

Focusing on trends over time is crucial for a consultant working with a nonprofit to analyze donor engagement data for several reasons. It allows for the identification of patterns and shifts in donor behavior, which can provide insights into engagement levels, retention rates, and the overall effectiveness of fundraising strategies. By understanding how donor engagement ebbs and flows over time, organizations can better tailor their communications and outreach efforts, build stronger relationships with their supporters, and develop strategies to increase donor loyalty.

This trend analysis can also reveal the impact of specific campaigns or initiatives over different periods, helping nonprofits adjust their approaches based on historical performance. In contrast, concentrating solely on total donation amounts provides only a snapshot without the context of how those figures change, which can mask deeper insights from the data. Examining individual donor histories is valuable but may not provide a comprehensive view across the entire donor base. Lastly, comparing engagement data to other nonprofits can be helpful, but it often lacks relevance without first understanding the organization's own trends and engagement metrics.