Nonprofits, both large and small, lose roughly a third of their donors annually. To make matters worse, this figure refers only to people who have given at least two donations to a favored charity. The figure for newly recruited supporters is actually a good deal worse.
This should be a serious concern for all nonprofits. Attentiveness to the needs, desires and preferences of donors is an organization's ethical and fiscal responsibility. Ethical and effective fundraising means truly listening to donors, learning what really matters to them, understanding their goals for their giving, valuing what they care about and helping them to fulfill their personal missions for their philanthropy.
Retaining current donors is also important because maintaining a robust, loyal donor base is the most cost-effective strategy for nonprofits and offers potential for substantial increases in giving. The cost of identifying and cultivating new supporters is far higher than that of taking proper care of current donors and keeping them engaged. All Business
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