# NGO's

**Structural** → donors who have a subscription with your NGO.

**Non-structural** → donors who have made single donations towards your NGO.

## Structural

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FVDeZg9RF89uGNJK9tgIQ%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.07.19.png?alt=media&#x26;token=5a5abaaf-1e04-4714-848a-c2c71e11ae75" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
The **structural** page has the same structure as the general home dashboard.&#x20;
{% endhint %}

***

## Non-Structural

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FfzR1D2NgyNqIb2VDfZsW%2FScherm%C2%ADafbeelding%202025-02-25%20om%2009.26.59.png?alt=media&#x26;token=84485c65-cff6-4702-a845-e052cb8e8811" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
The **non-structural** page displays information based on your RFM-Model over a certain period of time.&#x20;
{% endhint %}

***

### RFM-Model

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2Ft3LYllnZvHQCeaK5OF17%2FScherm%C2%ADafbeelding%202025-02-05%20om%2016.35.35.png?alt=media&#x26;token=13093c74-6aae-41f7-9381-cb41984507da" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
The **RFM-Model** is divided into eight different segments, from lost - champion. In these segments you will be able to see three different percentages:

* ...% of total donations
* ...% of total value&#x20;
* ...% of total donors&#x20;

If you click on the number that is displayed in the segment it will direct you to the donor page where you will be able to see all of the customers that are in that segment. &#x20;
{% endhint %}

> Take a look at the page about the RFM-Model if you want to know more

<div align="center"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FFUwVILL6HUl7MQUSezW4%2FScherm%C2%ADafbeelding%202025-02-25%20om%2009.29.16.png?alt=media&#x26;token=d6f644b0-cb1a-4ed2-ab89-aa86893c759b" alt="" width="213"><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FLzMus1Y5YGG80ifMxbwg%2FScherm%C2%ADafbeelding%202025-02-25%20om%2009.29.56.png?alt=media&#x26;token=af092a98-1f5c-4490-af41-80c7f2920ad6" alt="" width="217"><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F069WZrkp9uorNIwBJGpF%2FScherm%C2%ADafbeelding%202025-02-25%20om%2009.30.21.png?alt=media&#x26;token=cf90f139-2cc3-4fa1-bfa4-0cbc1692916b" alt="" width="216"><figcaption></figcaption></figure></div>

***

### Donors

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2Fz6T4szwHDswS9PJsd8qo%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.11.59.png?alt=media&#x26;token=c48772ac-a00e-490c-a897-498257e07105" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
**Donors** are people who have made a donation within the last RFM period.&#x20;
{% endhint %}

***

### Retention Rate

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FIOs0gXnMPT6X1t6t4FLA%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.12.40.png?alt=media&#x26;token=8b25992a-82ec-4c27-b477-f1494a372687" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
The **retention rate** is the percentage of donors that return after they have made a donation (non-churners).
{% endhint %}

***

### ADF and ADV

<div><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FJKut57T7zBoSuHmjqueF%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.13.16.png?alt=media&#x26;token=77fb388a-cd8d-4d95-8ea0-45e834bddeb1" alt=""><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FNyIVRGiisgF89h3hBEp0%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.13.53.png?alt=media&#x26;token=d91c85e4-d9d8-4506-8395-bc821044c989" alt=""><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FxactxcyG2lkg5X0pfsVz%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.13.42.png?alt=media&#x26;token=cb223146-7535-4a41-94e9-03ad2cc51296" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
**ADF**: The average number of donations per donor over a time period.&#x20;

**ADV**: The average amount of money spent per donation.&#x20;
{% endhint %}

***

### Expected ADV

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2Fw2EjAMxNLaKXMVy5Xsk9%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.16.55.png?alt=media&#x26;token=35ddb95e-3baf-49db-933b-5226ae90d9be" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
The **average donor value** is the average value of active donors. So what is the average donation amount of all of our active donors.
{% endhint %}

***

## Cohort Analysis

***The Cohort analysis is divided into:***\
🗓️ Per Month\
🛒 Per Order

### Per Donation

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FVkURR6hIdItAS32dwxTV%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.18.10.png?alt=media&#x26;token=55027f8f-9f41-4398-b060-69b945dd579f" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
**The Cohort Analysis per donation will display what percentage of customers you retain after they have made a donation.**&#x20;

For each month, it shows how many people donated for the first time, and then tracks how many of those same people donated again. This will help you see how good we are at keeping donors and encouraging them to give more than once.
{% endhint %}

***

### Per Month

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F5uUHU9nDWgzXm9pu02W8%2FScherm%C2%ADafbeelding%202025-02-13%20om%2013.18.30.png?alt=media&#x26;token=ffbeb351-b3a2-4509-a7a4-8f8d05165578" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
**This Cohort Analysis is focused on retention per month of donations.**&#x20;

Each row represents a different starting month and shows the number of new donors from that month, along with the percentage of those donors who gave again the following month. It shows how well we're doing at keeping donors and encouraging repeat donations.
{% endhint %}

***