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December 2013

Donor Retention, Part 3: Why Donor Retention Is Down

Understanding the problem can lead us to the solution. Here are four of the most important causes of donor attrition:

  1. Increased competition -- more organizations are asking.
  2. Donors are consolidating their giving -- more money going to fewer organizations.
  3. Generational change: Boomers are rapidly replacing the WWII Generation as donors, and their needs are different -- more difficult for fundraisers to meet.
  4. Professional dilution. Not enough experienced, well-trained professional fundraisers to meet the growing demand.

Program #59

Play: Why Donor Retention Is Down (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 21:14

Donor Retention, Part 2: Four Simple Principles for Keeping Your Donors

Keeping your donors means developing relationships -- two-way "conversations" with each donor about your cause. Follow this simple framework, and you'll keep more donors for longer:

  1. Ask often and well.
  2. Thank promptly and well.
  3. Report back on the impact of the donor's giving.
  4. Repeat the first three steps over and over again.

This is your path out of the recession and the retention problems that are plaguing fundraisers everywhere.

Program #58

Play: 4 Simple Principles for Keeping Your Donors (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 15:08

Jeff Brooks is fundraisingologist at Moceanic. Steven Screen is co-founder of The Better Fundraising Company, and a past winner of the Direct Mail Package of the Year award from FundRaising Success magazine, which surprisingly led to him getting fired. Between them, they have nearly 50 years of experience helping excellent nonprofits raise money for their causes. That's a lot of years, but they aren't all that old, really. Yet.



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