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What exactly does the retention wheel tell me?

Updated over a week ago

The retention wheel tells you the number of donors who have given at least once during the two 12-month periods that make up the most recent 24 months.

  • The larger number is donors that gave between 12 and 24 months ago.

  • The smaller number is donors (out of the larger number above) that gave again within the most recent 12 months.

The retention wheel operates on a rolling 12 and 24 month cycle, thus it compares the two most recent 12-month cycles and changes every day. If a new donor makes a donation today, that donor is not factored into the retention wheel until one full year from today. Essentially, a year must pass before a donor can be retained.

For more information, view Understanding the Donor Retention Wheel.

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