Donor Retention: Stop Talking, Start Doing

It's hard to pick up a publication, read an e-news or go to a conference without being confronted by the ugly fact: Donor retention is at a crisis level. Perhaps three in four first-time donors never give again; this is a massive group of "one and done" donors, and a significant loss to nonprofit organizations. Overall attrition is often in the 50 percent to 70 percent range, and acquiring donors seems to get more expensive every day.