Mid-Level Donor Engagement case study
Evaluating Portfolio Evolution Over Time
Though it takes time to build relationships, this example shows the positive effect of regular contact.
![](https://www.synergydms.com/wp-content/uploads/2022/05/case-study-midlevel-2.jpg)
01
Objective
Evaluate portfolio revenue and retention based on ‘the length of time a donor is in a portfolio.’
02
Details
Synergy’s Relationship Manager had (3) cohorts in her portfolio for the year. Cohort 1 was comprised of ‘existing’ mid-level donors who were in her portfolio for 12+ months. Cohort 2 was comprised of ‘newly added’ mid-level donors to her portfolio (i.e. first 12 months in a portfolio). Cohort 3 was comprised of donors who were transferred to her from a ‘previous Relationship Manager’ (12+ months in a prior portfolio). Donors were of like composition and performance was measured after 12 months.
03
Conclusion
Cohorts 1 and 3 both were both comprised of donors who were receiving personalized Relationship Manager treatment for 12+ months. Cohort 2 only had Relationship Manager treatment for the last 12 months.
Cohort 1 (existing Relationship Manager donors) generated 22% more YOY revenue with an 87% retention rate. Cohort 3 (previous Relationship Manager’s donors) generated 8% more YOY revenue with a 86% retention rate. Cohort 2 (new donors) generated 0.10% more revenue with a 74% retention rate. In this case, it is clear that donors who received portfolio treatment the longest (i.e. cohorts 1 & 3) generated more revenue and had a stronger retention rate than those donors recently added to the portfolio.
the results
It takes time to build relationships!
Existing Donors (12+ months in portfolio) | New to Rel. Mgr. (first 0-12 months in portfolio) | Transferred from Previous Rel. Mgr. (12+ months in portfolio) | |
---|---|---|---|
Gross Records | 345 | 206 | 335 |
Gifts Per Unique Donor | 2.1 | 2.5 | 2.4 |
Portfolio Total ($) | $632,101 | $338,648 | $686,884 |
YOY Change | 22.1% | 0.1% | 8% |
Retention Rate | 87% | 74% | 86% |