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© 2026 RKD Group · Digital Intelligence

RKD Group
Intelligence Platform
Purpose:Measure donor acquisition quality and retention to evaluate file health.|Lens:CRM Source of Truth|Highconfidence|Freshness:T+N/A day (CRM)

Acquisition & Retention

Donor acquisition quality, second-gift conversion, and lifecycle health

Are you growing your donor base sustainably? New donor count alone is misleading — check second-gift conversion rate and retention cohort trends. A shrinking donor base with rising revenue means you're over-relying on major gifts. Healthy programs grow acquisition and retain at N/A+ year-over-year.

New Donors

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New → 2nd Gift

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Recurring Conv.

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90-Day Value

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Rev / Donor

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Retention Rate

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New vs Returning Donors

Daily donor acquisition breakdown

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Recurring vs One-Time

Revenue split by donor type

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Cohort Retention

Retention rates by acquisition cohort

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