Fundamentals of Donor Retention

“It wasn’t an all-or-nothing approach,” he said. “We tested each one every other month.”

Response form the most valuable supporters — the five-year plus group — responded much more favorably to the new, shorter series. This was counterintuitive to what Integral and its client thought — they expected the new series to resonate more with newer donors. As it turned out, new members continued to be more receptive to the traditional approach.