A Realistic Look at Annual Funds

Newly increased gifts deserve a new-level program. Many of the same ideas apply. A new level of giving may require interpretation, and you may need to allow the donor to get used to it.

3. Recognize that there will be some attrition. People die, their circumstances change, they find new causes, etc. Build a plan to focus on compensating for it. Better programs experience retention rates in the high 70 percent range. That means even the best experience attrition of 20+ percent. Instead of looking simply at acquisition, look first and more precisely at reacquisition. SYBNTs (Some Year But Not This) are generally closer than never-givers. And, some SYBNTs are closer than other SYBNTs.