Nonprofit Donor Engagement Metrics

This dataset provides a unified view of nonprofit donor engagement, capturing key metrics across donations, email campaigns, event attendance, and social media advocacy. It enables organizations to identify high-value donors, optimize outreach strategies, and measure the impact of campaigns on donor retention and conversion. The flat structure supports advanced analytics and segmentation for fundraising and engagement optimization.

  • last updated 29 Nov 2025
  • by GoMask
The brief that made it

Identify and segment high-value donors for targeted fundraising campaigns

Sample rows

preview · 8 of 120 rows · all 25 columns
donor_idstringdonor_retention_statusstringsocial_media_advocacy_scorefloathigh_value_donor_flagbooleandonor_countrystringdonor_first_namestringdonor_last_namestringdonor_emailstringdonor_phonestringdonor_street_addressstringdonor_citystringdonor_statestringdonor_postal_codestringdonor_since_datedatetotal_donations_amountfloattotal_donations_countintegerlast_donation_datedateemail_engagement_scorefloatemail_open_countintegeremail_click_countintegerevent_attendance_countintegerlast_event_attended_datedatesocial_media_share_countintegersocial_media_mention_countintegerdonor_conversion_statusstring
donor0001active87.3trueUSAAvaClarkava.clark@outlook.com+1-415-555-28712128 Lincoln BlvdSan FranciscoCA941092016-03-1413450.75372024-05-0892.767857142024-03-116318repeat
donor0002new2.6falseIndiaNinaPatelnina.patel@rediffmail.com+91 98205 4432157 MG RoadMumbaiMH4000012022-04-214612023-10-1712.3410blank00converted
donor0003prospect5.9falseDenmarkLarsHansenlars.hansen@mail.dk+45 22 33 44 55Bredgade 12Copenhagenblank12602019-07-1300blank91.261280blank21prospect
donor0004active93.1trueSpainMateoSantosmateo.santos@gmail.com+34 661 123 456Calle Mayor 45MadridMD280132012-10-0622564.2432024-04-1285.641268192024-02-255423repeat
donor0005prospect3.2falseUSASophiaMartinezsophia.martinez@protonmail.com+1-305-222-10981121 SW 8th AveMiamiFL331302018-08-2200blank88.4341512024-05-0610prospect
donor0006new0falseSouth KoreaHannahLeehannah.lee@naver.comblank23 Insa-dongSeoulblank031642021-07-118222023-09-0417.4200blank00converted
donor0007lapsed9.3falseUKOwenFosterowen.foster@btinternet.com+44 7700 90012319 Abbey RoadLondonENGNW8 9AY2015-02-053287.1582023-07-1229.18212023-07-0721repeat
donor0008active94.4trueUSAJasmineNguyenjasmine.nguyen@gmail.com+1-832-555-43987832 Memorial DrHoustonTX770242011-05-1832768.75892024-04-2598.998794132024-02-086524repeat

What the 120 rows show

from the 120-row sample

Active (donor retention status) stands out: mean social_media_advocacy_score is 81.9, against 6.4 for the rest.

  • 30%high_value_donor_flag = true
  • 8.8median social_media_advocacy_score
  • 3donor conversion statuses
  • 505.0median total_donations_amount
  • 5median total_donations_count
  • 81.0median email_engagement_score
Mean social_media_advocacy_score by donor_retention_status120 rows
05010081.9active36 rows5.5lapsed21 rows0.98new18 rows13.4recove…15 rows6.7prospe…30 rows
social_media_advocacy_score120 rows, in bands of 10
0357068160000116127high_value_donor_flag from 60060100social_media_advocacy_score →

Every row with social_media_advocacy_score of 60 or more has high_value_donor_flag = true. None below it.

donor_country120 rows · top 10 of 33 values
  1. USA31
  2. India9
  3. Spain8
  4. South Korea5
  5. France5
  6. Germany5
  7. UK4
  8. Russia4
  9. Canada4
  10. China4
25 columns by typefrom the column list below
  • string 12
  • integer 6
  • float 3
  • date 3
  • boolean 1

Columns

25 columns in four groups
blueprint · 25 columns
columntypedescriptionexample
Text 12 columns
donor_idstringUnique identifier for each donoruniquedonor0001
donor_first_namestringDonor's first nameAva
donor_last_namestringDonor's last nameClark
donor_emailstringDonor's email addressuniqueava.clark@outlook.com
donor_phonestringDonor's phone numberoptional+1-415-555-2871
donor_street_addressstringDonor's street addressoptional2128 Lincoln Blvd
donor_citystringDonor's cityoptionalSan Francisco
donor_statestringDonor's state or provinceoptionalCA
donor_postal_codestringDonor's postal or ZIP codeoptional94109
donor_countrystringDonor's countryoptionalUSA
donor_retention_statusstringCurrent retention status of the donoractive · lapsed · new · recoveredactive
donor_conversion_statusstringConversion status indicating if donor has converted from prospect to active donorprospect · converted · repeatrepeat
Numbers 9 columns
total_donations_amountfloatCumulative amount donated by the donor0 or more13450.75
total_donations_countintegerTotal number of donations made by the donor0 or more37
email_engagement_scorefloatAggregate score representing donor's engagement with email campaigns (e.g., opens, clicks)0 to 100 · optional92.7
email_open_countintegerTotal number of emails opened by the donor0 or more · optional678
email_click_countintegerTotal number of email links clicked by the donor0 or more · optional57
event_attendance_countintegerNumber of nonprofit events attended by the donor0 or more · optional14
social_media_advocacy_scorefloatAggregate score representing donor's advocacy on social media (e.g., shares, mentions)0 to 100 · optional87.3
social_media_share_countintegerNumber of times donor shared nonprofit content on social media0 or more · optional63
social_media_mention_countintegerNumber of times donor mentioned the nonprofit on social media0 or more · optional18
Dates and times 3 columns
donor_since_datedateDate donor first engaged with the nonprofit2016-03-14
last_donation_datedateDate of the donor's most recent donationoptional2024-05-08
last_event_attended_datedateDate of the most recent event attended by the donoroptional2024-03-11
True or false 1 column
high_value_donor_flagbooleanFlag indicating if donor is considered high-value based on donations or engagementoptionaltrue

Use it for

  • high value don…30%36 of 120 rowsmean social media adv…81.9acti…5.5laps…0.98new13.4reco…

    A marketing dashboard

    The high_value_donor_flag rate, social_media_advocacy_score by donor_retention_status and a breakdown of donor_country. Excel, Power BI or Tableau.

  • Why do the 36 active rows have a mean social_media_advocacy_score of 81.9?

    A root-cause class exercise

    Hand out the rows and one question. The answer is in the data, not in the brief.

  • A software demo

    Believable donors with donor_first_name, donor_last_name and donor_email to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 25 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

1,000 rows: $1.99 · 10,000: $12.99One-time. No subscription. All prices

This dataset120 rows25 columns
Yours1,000 rows25 columnsdonor_street_address: UK only

blueprint · nonprofit-donor-engagement-metrics

Behind this dataset

Same schema. As many rows as you need.

These 120 rows came out of a blueprint — 25 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Each row represents a unique donor engagement event.
  • Include donor ID, engagement channel, event type, timestamp, and outcome.
  • Events must be mapped to active fundraising campaigns.
  • Donor engagement scores are calculated based on frequency and event type.
  • Exclude anonymous donors and inactive campaigns.
  • Outcomes must be one of: donation, pledge, advocacy action, no response.
Rows
Open the blueprint in Data Factory

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Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
nonprofit-donor-engagement-metrics

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