> 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/metrics-and-definitions/metrics/customer-success-for-ngos.md).

# Customer Success for NGOs

Which metrics an NGO dashboard shows for structural and non-structural donors, and what the words mean

Churned splits your donor base into two groups, shown as two tabs on the home dashboard and on the *Donors* page:

* **Structural** → donors with a recurring agreement (periodic donation, membership or sponsorship). Churned models these as subscriptions: every agreement has a start date, an (expected) end date, a payment frequency and a yearly value. All [subscription KPIs](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md) and [AI scores](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md) apply.
* **Non-structural** → donors who give one-off gifts. There is no agreement to cancel, so their behaviour is modelled with the [RFM model](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md) over your RFM period.

A donor can appear in both: a structural donor who also gives an extra one-off gift shows up in the non-structural view as well. The definitions live on the [reference pages](/churned-docs/metrics-and-definitions/metrics.md); this page maps them onto NGO vocabulary. Where each metric sits in the interface is shown on [NGO's (home dashboard)](/churned-docs/metrics-and-definitions/home-dashboard/ngos.md) and [Donors page](/churned-docs/metrics-and-definitions/customer-page/donors-page.md).

## Vocabulary

| In the reference    | On your dashboard                                                             |
| ------------------- | ----------------------------------------------------------------------------- |
| Customer            | Donor                                                                         |
| Subscription        | Agreement (structural donation)                                               |
| Active customers    | Active Donors (at least one running agreement)                                |
| Churner             | Donor who ended their last agreement without a new one starting within a week |
| ARR                 | **YSD**: Yearly Structural Donations                                          |
| MRR                 | MRR: monthly value of recurring donations                                     |
| Churn loss          | Yearly donation income lost through churned donors                            |
| Risk levels         | Health Levels: Healthy, Neutral, Unhealthy                                    |
| Order               | One-off donation                                                              |
| Customers (one-off) | Donors: at least one donation in the RFM period                               |
| AOV                 | **ADV**: average donation value                                               |
| AOF                 | **ADF**: average donation frequency                                           |
| Expected ACV        | **Expected ADV**: expected average donor value                                |

## Structural: what you will see

**Home dashboard**: [Active Donors](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#active-customers), [Churners](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churners), [Churn Rate](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churn-rate), [YSD](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#arr) or [MRR](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#mrr), [Churn Loss](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churn-loss), [CLV/CLT](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#remaining-clv), [AI Health Score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#ai-health-score), [Health Levels](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-levels) and, where enabled, [NRR](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#net-revenue-retention-nrr). The *Reactivation* page shows the [reactivation metrics](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#reactivation) and the *Cohort Analysis* page the [cohort plot](/churned-docs/metrics-and-definitions/metrics/segment-analysis-and-cohorts.md#cohort-analysis-subscriptions) per start month.

**Donors page and Technical Dashboard**: per donor the [risk score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-score), [health level](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-levels), [risk change](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-change), [top 3 risk drivers](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#top-3-risk-drivers), [risk change drivers](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-change-drivers), [health breakdown](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#health-breakdown) and, when available, the [engagement score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#engagement-score); per segment the [segment analysis metrics](/churned-docs/metrics-and-definitions/metrics/segment-analysis-and-cohorts.md).

## Non-structural: what you will see

**Home dashboard**: the [RFM segments](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#rfm-segments) with their share of donations, value and donors, [Donors](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#customers), [Retention rate](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#retention-rate), [ADV](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-value-aov), [ADF](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-frequency-aof), [Expected ADV](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#expected-average-customer-value-expected-acv) and the [Per Order and Per Month cohorts](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#cohort-analysis-one-off).

**Donors page**: per donor the RFM segment, *Last donation at*, *Donation count*, average donation value and *Total donation value*.

## NGO-specific notes

* **Payment frequency is normalised.** A monthly donor of €10 and a yearly donor of €120 both count €120 of YSD.
* **Typical health breakdown groups** for an NGO are **Payments**, **Donor profile**, **Support**, **Product engagement** (website or portal behaviour) and **CSM engagement** (communication from your team). Which groups you see depends on the data connected.
* **Engagement score availability.** The engagement score needs email statistics, campaign responses or web behaviour. When no engagement source is connected the score and the engaged / non-engaged tiles are hidden.
* **Typical risk drivers** for donors include failed or missed collections, a downgrade of the donation amount, low email click behaviour, acquisition channel and tenure. Extra one-off gifts by a structural donor usually *reduce* churn risk.
* **RFM period** for one-off donors is usually 18 to 24 months, longer than in e-commerce, because many donors give once a year.
* **Upgrade path.** Frequent one-off donors (Loyalist, Potential Loyalist) are the natural audience for a conversion to a structural agreement; the Co-pilot can run and measure that campaign.

{% hint style="info" %}
Playbooks per RFM segment for NGOs: [RFM-Model Segment best practices for NGO's](/churned-docs/metrics-and-definitions/rfv-model-segment-best-practices/ngos.md). Co-pilot use cases: [Non-profit organizations](/churned-docs/co-pilot/use-cases-library-co-pilot/non-profit-organizations.md).
{% endhint %}