Donor Recognition: The Real Key to Retention

Yet, fundraisers continue to struggle with donor retention. In fact, one reference point that Bill Sayre, president of full-service direct-response marketing company Merkle Response Management Group, likes to point out is “according to Chuck Longfield, senior vice president and chief scientist at [nonprofit technology provider] Blackbaud, three out of every four donors stop donating at the end of their first year.”