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How does the Retention Rate graph work?

This graph shows you the percentage of donors from the previous period that donated in that period. This will vary depending on how you set up your date filter.

This graph shows you the percentage of donors from the previous period that donated in that period. This will vary depending on how you set up your date filter.

For example, if you have it set to see the last 5 years, and it says your retention rate in 2016 was 89%, that means that 89% of your donors in 2015 donated in 2016. If you look at 2017 and it says 91%, that means that 91% of your donors in 2016 donated in 2017.

If you set this to look at the last year by month, the numbers would be representing the retention rate from month to month.