Recently, Blackbaud’s npENGAGE blog gathered tips on how nonprofits can do a better job keeping donors on board from some of the best fundraisers around. Your mileage may vary but each insight offers a little piece of gold bound to help at least a little bit. I was struck, however, by the general message: “you need to do a better job engaging people, acknowledging them, and being genuine, loyal and transparent.”
The message is true and the tactics presented are solid but it’s not enough. We we need to understand why people enter the organization, recognize that many aren’t going to stay, and build fundraising strategies with likely long-term donors in mind. Organizations also need to structure their acquisition and fundraising programs (online and otherwise) for strong collaboration between staff that handle acquisition and long-term retention.
Donor retention is headed downward with a sort of Wile E Coyote falling off a cliff predictability. Blackbaud’s head science guy, Chuck Longfield, reports that new donor retention is around 27% these days. Retention keeps falling while the incentive to keep people on board grows — acquiring a new donor costs five, six, seven or times more than keeping an existing donor.