> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/co-pilot/use-cases-library-co-pilot/non-profit-organizations.md).

# Non-profit organizations

Co-pilot use cases for NGOs with structural and non-structural donors

NGOs run two donor bases with different mechanics: structural donors with a recurring agreement, and non-structural donors who give one-off gifts. The Co-pilot use cases below cover the three moments where the choice of action matters most.

<details>

<summary>1. Preventing churn of structural donors at risk</summary>

**Trigger**: a structural donor moves to the Unhealthy health level, or a collection fails.

**Action options**: a personal thank-you call from donor care, an impact story email, a proposal to lower the donation amount instead of cancelling, or no action (control).

**What the Co-pilot learns**: which action keeps which type of donor. Typical findings are that a lower-amount proposal works for long-tenured donors while an impact story works for recent recruits.

**KPIs**: churn rate of structural donors in the audience, churn loss in yearly donation value, reactivation within 90 days.

</details>

<details>

<summary>2. Converting frequent one-off donors to a structural agreement</summary>

**Trigger**: a non-structural donor is in the Loyalist or Potential Loyalist RFM segment and has no agreement.

**Action options**: a telemarketing call, an email with a monthly-donation proposal, a direct-mail piece, or no action (control).

**What the Co-pilot learns**: which channel converts which segment, and the donation amount to propose.

**KPIs**: conversion rate to a structural agreement, first-year value of the new agreements, cost per conversion.

</details>

<details>

<summary>3. Reactivating lapsed donors</summary>

**Trigger**: a donor churned in the last 12 months and has a high reactivation level, or a non-structural donor has dropped to At Risk or Hibernating.

**Action options**: a win-back email with a concrete project to support, a phone call, a seasonal appeal, or no action (control).

**What the Co-pilot learns**: how long after lapsing each channel still works, and for which acquisition channel a call pays off.

**KPIs**: reactivation rate, donations in the 90 days after the action, share of reactivated donors who take a new agreement.

</details>

{% hint style="info" %}
Metric definitions for donors are on [Customer Success for NGOs](/churned-docs/metrics-and-definitions/metrics/customer-success-for-ngos.md). Segment playbooks are under [RFM-Model Segment best practices for NGO's](/churned-docs/metrics-and-definitions/rfv-model-segment-best-practices/ngos.md).
{% endhint %}