Explanation on how each metric (a through i) is calculated

 

Measure Year 1 Year 2 Year 3 Year 4 Year 5 A Donors 100,000 50,000 27,500 16,500 10,725 B Retention 50% 55% 60% 65% 70% 100 120 140 160 180 C Donations per annum D Total 10,000,000 6,000,000 3,850,000 2,640,000 1,930,500 donations E Net profit (at 20% margin) 2,000,000 1,200,000 770,000 528,000 386,100 F Discount rate 1 0.86 0.7396 0.636 0.547 G NPV 2,000,000.0 1,032,000.0 569,492.0 335,808.0 211,196.7 contribution H Cumulative NPV 2,000,000.0 3,032,000.0 3,601,492.0 3,937,300.0 4,148,496.7 contribution Lifetime value 20.0 30.3 36.0 39.4 at net present 41.5 value