Too much talk about donor retention?

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

There’s a lot of talk about donor retention these days.
Don’t get me wrong. Retention is important, very important! But it’s really only one side of the growth and profitability coin. The other side is the 80/20 Rule (Click here to learn more).
Here’s what I mean:
Donor Retention Information“More money can be raised by acquiring more donors. But more profit can only be made by retaining the donors you already have and securing more generous gifts.”
— Penelope Burk
President, Cygnus Applied Research, Inc.
Author, Donor-Centered Fundraising and Donor-Centered Leadership

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