Fundamentals of Donor Retention

Every month, 12- to 13-month and 24- to 25-month lapsed donors receive an invoice-like package. Doctors Without Borders tested an anniversary message against the issue-focused renewal that the 0- to 12-month donors receive in the same month. In both cases, the donor-confirmation anniversary package won, suggesting that there is room for more anniversary messages in the renewal program — something Doctors Without Borders plans to test more than once to make sure it’s seeing a real trend.