Anatomy of a 
Committed 
Donor

The data is overwhelmingly in favor of retention, with every donor retained increasing his or her lifetime value by 100 percent or more and often 150 percent to 200 percent when we include the cost of acquiring a replacement on your file.

There is a large body of academic work dedicated to understanding and explaining what contributes to good and bad interpersonal relationships. In the for-profit marketing world, these basic relationship principles have become the framework for determining how to maximize profitability.