Retention? Enough Already!

Donors who participated in focus groups revealed “a fundamental trust in nonprofits to do good work and fight the good fight, and this trust may sustain donors’ commitment in the face of onslaughts from the opposition or the seeming insurmountability of a problem. This sense of trust, along with donors’ personal concern about various causes, can carry loyalty and attachment only so far, however. Indeed, donors have high expectations of charities and public interest groups, in terms of the steps they should take to maintain donors’
support in the future.”