Retention? Enough Already!

The report stated that there was an important lesson to be drawn from this finding. “Supporters must be able to rely on more than inherent trust in an organization to know that their contributions are indeed sustaining the group’s work and helping to make real progress. More than any other action, in fact, donors say that the public interest groups and charities they support must be more accountable regarding how they spend contributions (an assertion backed by 79 percent of all donors).”