Maryland Food Bank retains new donors by asking them to give again — before the window of opportunity closes.

By Amy Syracuse

Rohrbach adds that work for one Robbins client indicated the critical time period for renewing new donors is three months. After that, the greatest amount of erosion occurred.

This, in particular, presents problems for many nonprofit organizations. Lead times associated with production schedules often mean new donors aren’t inserted into a nonprofit’s normal mail program until several months after their first gifts are received. By then, the critical time for renewal has already passed.