7 out of 10 don’t come back
One of the shocking statistics is that on average 70% of donors don’t make a second gift to a nonprofit.
7 out of 10.
I then had the opportunity to chat on a Google Hangout with John Haydon about this problem. I mentioned an interview I’d done with Adrian Sargeant for the Donor Retention Project where he talks about the problem of our verbiage around “annual donors.”
What if we just called them part of the family?
John and I wondered what would happen if we stop calling them “annual donors.” Doing that seems to focus on the one gift over the relationship. “Did they give this year?” defaults to “Ok, we don’t have to talk to them for 12 months.”
Would you join us in thinking about donors as parts of the family? That the people who fund the mission are as important as the employees who carry the mission out?
When you do this, you’ll feel much more comfortable inviting them to invest as opportunities arise. Whether or not 12 months has gone by.
How would that transform your fundraising for 2013?
Two tools to help with donor retention
16 experts gave advice on how to keep donors coming back. You can see them all at the Nonprofit Blog Carnival post at:
The gang that brought you 100 Donors in 90 Days is heading back into the studio with new experts to work on “The Donor Retention Project.” The Donor Retention Project is going to be to donor retention what 100 Donors in 90 Days was to donor acquisition. Revolutionary.
Sign up to learn more at http://DonorRetentionJazz.com/.