Because It Matters: Avoiding the Not-So-Fab Four

And, when assessing the strength of your donor file, pay closest attention to what I call the Donor Loyalty Factor™. That’s the percentage of current donors who keep giving into the next year. You should aim for a Donor Loyalty Factor between 55 percent and 65 percent — even higher for some organizations. If you aren’t achieving this level of donor loyalty, there’s something wrong with the way you’re communicating your brand promise.