Dealing With the Dreaded 'A' Word

For example, I received in the mail last week a special package welcoming me into a nonprofit’s faithful donor’s club. I’m not a major donor, but I have given to the organization every year for the last four years. Quite possibly, it has found that giving donors like me this extra “touch” after four years re-energizes them to keep giving the fifth year, sixth year, and on and on. I developed a similar program several years ago to honor donors after giving for three consecutive years; the result was a major turnaround in the attrition rate of three-year donors (which was our “leak”).