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 and AI scores apply.

• Non-structural → donors who give one-off gifts. There is no agreement to cancel, so their behaviour is modelled with the RFM model 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; this page maps them onto NGO vocabulary. Where each metric sits in the interface is shown on NGO's (home dashboard) and Donors page.

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, Churners, Churn Rate, YSD or MRR, Churn Loss, CLV/CLT, AI Health Score, Health Levels and, where enabled, NRR. The Reactivation page shows the reactivation metrics and the Cohort Analysis page the cohort plot per start month.

Donors page and Technical Dashboard: per donor the risk score, health level, risk change, top 3 risk drivers, risk change drivers, health breakdown and, when available, the engagement score; per segment the segment analysis metrics.

Non-structural: what you will see

Home dashboard: the RFM segments with their share of donations, value and donors, Donors, Retention rate, ADV, ADF, Expected ADV and the Per Order and Per Month cohorts.

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.

Playbooks per RFM segment for NGOs: RFM-Model Segment best practices for NGO's. Co-pilot use cases: Non-profit organizations.