Retention? Enough Already!
Whoa! Wait … what? Put down your pitchfork — no one's saying it's unimportant.
- Ask your donors (via a costly survey) why they no longer give to your organization. (News flash: Most of them will say they do give to you — even if their last gifts were four years ago); or
- Ask your donors (via a costly survey) how much they love you — or not; or
- Ask your donors (via a costly survey) what they think of your program work and how you should prioritize it. (Are you really going to radically change your core programs or mission if you find out your donors aren’t that into them? If you’re not willing to do that, don’t waste time or money asking the question.); or
- Overlay expensive demographics on your file so you can determine how many donors you have who wear purple shirts when they make donations to charities that begin with the letter “W,” how many of your female donors are rock collectors and how many of your male donors over 55 eat plums; or
- Contact donors less frequently; or
- Don’t ask for money.
- Companies:
- Craver, Mathews, Smith & Co.
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