Anatomy of a Committed Donor
What’s happening (or
not) after the first gift
that hinders commitment?
The financial argument for trying to keep donors is well-known — it can cost up to 10 times as much to bring in a new donor as hold on to an existing one, and it takes, on average, 18 months for a new donor to cover the cost of acquisition.
If the problems of acquisition and retention are related and severe, and the financial imperative to fix them so clear, then why are the trend lines getting worse, not better? Why aren't more donors giving a second gift?
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