Anatomy of a Committed Donor
What’s happening (or
not) after the first gift
that hinders commitment?
That's right — the "R" word
No, not every donor wants a relationship; some simply make that first gift on a never-to-be repeated whim thanks to creative that struck a chord, lighting in a bottle or some other non-repeatable event. But many more donors do want that relationship. And as long as the cost to establish the relationship is less than the gain and it costs less than acquiring a new donor, why wouldn't you make it an organizational imperative to do so?
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