Retention

Entire books are written on the subjects of acquisition and retention for both charities and membership associations. Yet we all can benefit from a few reminders from time to time. That’s what I have for you today — a few reminders. In my opinion everything related to acquisition and retention is all part of one overarching fundamental: Everything you do is cultivation and stewardship. Everything.

In my experience, often in fundraising departments no one actually has the word retention in his or her job title. Not so for acquisition. Retention often hides behind the skirts of other programs. It’s hinted at in words like “direct marketing,” “special appeals,” “supporter services” and “donor communications.” It’s symptomatic of our approach to retention. We focus on individual program delivery. We do it in bits and pieces, here and there and then cobble it together.

Whatever you do, don't think you are "above the basics." How does your organization measure up on the eight basics of donor retention?

It's easy to let our own boredom — or our own comfort zone — drive our decision making in fundraising. For the rest of the year, try to sniff out ways to make your fundraising program even better — for your donors and for your organization.

In the August 2007 issue, fundraising copywriter Lisa Sargent authored the article "After the Acquisition," which cautioned that follow-up communications actually can sabotage repeat giving, and offered ideas on how to make sure that doesn’t happen.

Donor retention can seem elusive for many nonprofits. It’s frustrating to pull up your annual reports to find out that you’ve only had 50 percent of last year’s donors make a gift again this year. Sometimes, it can even feel like a personal defeat.

If your development office lacks internal systems and procedures that reinforce donor retention, here are four steps to consider to creating one from scratch and change your track record with donor retention.

Roger Craver tells it like it is. Right now, he’s all about donor loyalty, all the time. That’s because nonprofits like yours are losing seven of 10 donors every year. That adds up to a 25 percent decrease in retention rate over the last 10 years. Ugh!

Here, in this outtake from the fabulous Engage Conference last month, Roger drills down into the specific changes in mind-sets, methods and metrics essential to your organization’s growth. (Teaser: Marketing plays a vital role here.)

Keeping our donors is more than a nice thing to think about. It is essential. We have to stop the revolving door. Find what works — then do it.

Unfortunately for many nonprofits, it can feel like we have an invisible revolving door that is causing our donors to disappear from view, never to be seen again. It's clear that retaining donors is essential for organizations to survive and thrive, but how do we increase the likelihood of retention?

What a week it was! Among other adventures last week, I met and learned with famed fundraiser Roger Craver at the fabulous Engage Conference. Roger is a guy who doesn’t hold back. He shares what he knows, sees and suggests with absolutely no restraint. You may agree with him or not, but his bold, evidence-based recommendations are a huge gift to the rest of us. Roger’s main message today is that organizations like yours are losing seven of 10 donors every year due to fairy-tale fundraising. Here’s what you should do about it.