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This is fascinating: The 2012 Fundraising Effectiveness Survey that was done by the Association of Fundraising Professionals (AFP) reported that 59% of donors attrition each year.
This means that six out of ten donors who gave money to an organization the previous year did not donate again the following year.
Six out of 10. Think about this and look at it in real numbers. Let’s say we have 1000 donors for our organization, and 59% of them attrition every year for the next five years. That means we will have 12 people left at the end of a five-year period. Think about how much impact that has! It’s going to take a lot of work to go out and find new donors to replace the 988 that we lost.
That’s why donor retention is so important. Once we get someone interested in our cause, we need to do what we can to foster that relationship. The first step is understanding why people leave. If we know why they leave, it will help us know how to keep them.
We’ve done some major research on donor retention, and we’ve learned that the following reasons are typical among donors who stop giving.
These are the main reasons why donors leave. Next step: Build a donor retention plan that helps us understand how to stay in touch with these donors and follow up with them.
Stay tuned—I’ll talk about that next time.