Breaking Down Donor Loyalty in 9 Tweets

He says “there is no longer any reason to accept the appallingly high levels of attrition in our sector."

1. Typically a 10 percent improvement in the level of loyalty increases the lifetime value of your database by 50 percent.
This first tweet is basically what it’s all about. If you can improve your loyalty only a small bit, the long-term effect is much and much greater. Sargeant explains: “This happens because the effect compounds over time. If you have 10 percent more donors still giving at the end of the current year, you have 10 percent more people giving to the organization through year two. In the second year you’ll lose 10 percent fewer of these and lose fewer of the balance in each subsequent year. Over time the effect mounts up.”