FOCUS ON AUDITS Don't Be Afraid of the A-wordUnlike the tax v

At best, about 40 percent of the donors acquired in one year will contribute again the next year. Organizations with a first-year renewal rate of less than 30 percent are getting minimal benefits from their acquisition efforts.

The key to maximizing first-year renewal is to increase giving

frequency of newly acquired donors. Donors who give a second gift within a 12-month period usually are 40 percent more likely to renew the following year. The sooner the donor gives that second gift, the more likely he or she will be to continue supporting the organization.