A Simple Retention Calculation Packs a Powerful Punch

In my experience, often in fundraising departments no one actually has the word retention in his or her job title. Not so for acquisition. Retention often hides behind the skirts of other programs. It’s hinted at in words like “direct marketing,” “special appeals,” “supporter services” and “donor communications.” It’s symptomatic of our approach to retention. We focus on individual program delivery. We do it in bits and pieces, here and there and then cobble it together.