Model your existing base and new acquisition cohort — with real retention curves, ROI, and 60-month projections
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Existing monthly donor base
Existing monthly donors
Donors already giving 12+ months
Avg monthly gift ($)
Current average for existing base
New acquisition cohort
Donors acquired
Size of this cohort
Avg monthly gift ($)
Per sustainer, at acquisition
Month 1 activation rate (%)
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What is activation rate?
% of acquired donors who process first payment. Default 100%. Lower if modeling failed first payments or incomplete signups.
% of acquired who activate
Cost per acquisition ($)
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What is true CPA?
The price on your vendor contract is not your real CPA. After clawbacks, declined payments, and short-tenure donors, your true cost per active sustainer is often 20–40% higher.
All-in cost per acquired sustainer
Additional expenses ($)
Staff, tech, comms per cohort
Steady-state attrition (mo 13+)
Monthly % after year 1
Annual upgrade rate (%)
% donors upgrading per year
Monthly retention — year 1 (new cohort)
Mo 1 = Acquired — defaults to 100%. Only reduce Mo 1 if modeling pre-debit attrition (e.g., failed first payments). Remaining cells show cumulative % of original cohort still retained.
Mo 12 ★ matches the preset label.
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Gross revenue
$XXX,XXX
$XXX per sustainer
Total cost
$XXX,XXX
$XXX per sustainer
Net revenue
$XXX,XXX
$XXX per sustainer
Program ROI
+XX% ROI
X.XX:1 per $1 spent
Break-even: month XX (year X, month X). Every dollar collected after that is net revenue.
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