The stewardship engine produces one of five action types. Each is colour-coded in the UI.
| Action type | Colour | What triggers it | Suggested response |
|---|---|---|---|
| Thank new donor | Green | A first-ever gift has been recorded for this contact within the last 7 days | Send a personalised thank-you; log a touchpoint to record it |
| Follow up | Blue | A recent touchpoint or gift indicates the contact is actively engaged and warrants follow-up contact | Make contact; log the interaction as a touchpoint |
| Upgrade recurring gift | Violet | The contact has an active recurring gift that has remained unchanged for a significant period | Reach out to discuss an upgrade; update the recurring payment if agreed |
| Re-engage lapsed donor | Orange | The contact has given in the past but has not given or been contacted for an extended period | Send a re-engagement communication; log a touchpoint |
| Re-engage major donor | Red | A historically high-value contact has lapsed — higher priority than a standard lapsed donor | Prioritise personal outreach; log the interaction |
How actions are scored and ranked
Each contact receives a priority score based on recency of giving, gift size, lifetime value, and time since last touchpoint. Higher scores surface first in the Stewardship table.
The list is recomputed overnight (around 02:00 UTC). Actions are removed when the underlying condition no longer applies — for example, once a follow-up touchpoint is logged, the follow-up action will not reappear the next night.