Understanding the average lifetime value of your donors gives you a deeper understanding of the audience that supports your non-profit. It drives the strategies you use to acquire, develop and retain donors, large or small, one-off or recurring.
It’s a crucial metric to understand if you want to drive recurring donations, understand the cost of acquiring donors, and the cost of losing them.
But there are a number of ways of calculatingthis figure. So which should you choose? In this guide, you will find:
The top formulas to calculate ALTV
The pros and cons for each
A recommended approach
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