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.
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.
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.
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.
Metric definitions for donors are on Customer Success for NGOs. Segment playbooks are under RFM-Model Segment best practices for NGO's.
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