The Magic of Donor Retention

Did you know that 65% of new donors never make a second gift? And after five appeals we are down to only 10% retention. This has a tremendous effect on our ability to generate a consistent flow of revenue for our nonprofit organizations. 

Why are we losing so many donors who were inspired enough to give a first-time gift? The answer is simple. We aren't giving them what they need! Donors desire three things after giving an initial gift and before giving a second. When we provide these three things, we move them from one time donors to engaged, committed investors in our organizations.

Research indicates that the following three actions highly influence a donors inclination to give a second gift:

  • A prompt and genuine thank you for each gift - regardless of the value.
  • Assigning the donation to a specific project or program.
  • Informing the donors about how their gift created impact - specific to the assigned project or program.

When these three activities take place PRIOR...

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