Why Fundraising Is a High-Stakes Game of Musical Chairs

When was the last time you played a game of musical chairs? Perhaps it was at a birthday party or a picnic.

If you're a fundraiser, competing for the attention of the average American donor can feel like a daily game of musical chairs—one where there are far more players than there are empty seats.

While speaking on the topic of donor retention recently, I was asked by an attendee, "Just how many charities does the average donor support in our country?"

I knew that the average donor supports only a limited number of nonprofits every year, but didn't...