Fundamentals of Donor Retention

How? Testing.

In mid-2008, renewal revenue from a client’s traditional series to renew a magazine membership began to decline. Some of the results were attributed to expanding into new markets, but Integral and the client realized that the most dedicated donors weren’t renewing at their previous levels. So in January 2009, they created a second series with a more mission-based message, moving away from language focused mostly on magazine renewal.