Help & Reference
FR Segments fr=
The fr= URL parameter tags a visit with the donor's fundraising segment. It flows
through to donation records and appears in the Dashboard segment breakdown. Full definitions
and survey signals in segments.md.
| # | Segment | ~Size | Definition | Gets | Doesn't get |
|---|---|---|---|---|---|
01 | Major Donors | ~200 | Threshold TBC | Personal email/phone from Cherie | All mass sends |
02 | New Donors | ~800 | First gift <6 months | Welcome sequence (3 emails) | Appeals while in welcome |
03 | Active Donors | ~4,500 | Last gift <24 months | All campaigns, tax crescendo | — |
04 | Lapsed Donors | ~14,000 | Last gift 24+ months | Appeals, matched giving | Varies by recency (see below) |
05 | RGs / Members | ~2,000 | Active monthly donors | Monthly stewardship (no ask) | All revenue appeals |
06 | Lapsed RGs / Members | ~1,200 | Former monthly, cancelled | Win-back, final deadline | Regular appeals |
07 | No Gift — Engaged | ~22,000 | Petition signers, clickers, volunteers | FIGHT DOOM track, 50th series | — |
08 | No Gift — Not Engaged | ~50,000 | No gift, no engagement | Nothing (suppress from all) | Everything |
Sub-segments within 04 — Lapsed Donors
| Sub-segment | Definition | Gets | Doesn't get |
|---|---|---|---|
| Lapsed Recent | Last gift 24–36 months | Fortnightly stories, appeals | — |
| Lapsed Cold | Last gift 36–60 months | Monthly, matched giving single shot | Tax drumbeat |
| Passengers | >60 months, no engagement | Nothing | Everything |
Default Send Model
Tools & Repos
Cloudflare Worker that integrates Raisely, Mailchimp, and Sky (Salesforce). Powers the /api/dashboard data — pulls live donation stats, campaign performance, and
attribution breakdowns. Also handles UTM link shortening via tws.au/* redirects and runs the raisely stats CLI command used by this dashboard.
This app. SvelteKit frontend deployed to Cloudflare Pages, backed by a Worker for API routes. Provides the fundraising team with: live donation dashboard (by UTM medium, appeal, campaign), ad management, UTM link builder, countdown timers for email and web, and this reference page.