In the nonprofit world, it’s widely recognized that retaining donors can be quite challenging. If it wasn’t challenging… if it was easy, everyone would be doing it and doing it well.
I believe this has led many nonprofits to focus instead on continuously acquiring more donors. Simply stated, it’s easier for a staff member to sign another purchase order to send out more junk mail or to blast out more spam than to engage deeply with their current donor base.
And it’s not their fault!
Too many nonprofits just don’t have enough time or staff to focus on serious, strategic, retention-oriented marketing initiatives.
In the process, potential is lost. Key donors hop away. They become fickle because they have not been nurtured adequately.
But since fundraising researcher, Adrian Sargeant, says that “improving donor retention by just 10% can double the lifetime value of your donor database” (Source: Association of Fundraising Professionals), then isn’t it imperative that we find a way to overcome the challenges that hamper donor retention marketing efforts?
To start, you might want to check out our recorded webinar – Cracking the Code for Donor Retention.
This webinar was led by Richard Shapiro, Founder and President of The Center For Client Retention. TCFCR is a company providing customized research, training, and consulting services to Fortune 500 corporations to create exceptional customer experience. Richard is also the author of The Welcomer Edge: Unlocking the Secrets to Repeat Business.
Listen, Fortune 500 companies have the resources and the budgets to spend on customer retention experts like Richard.
Why do they do it? Because they know that retention is the key to high profits and exponential returns for their investors.
Now you can crack the code to donor retention too!
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