Four Ways to Improve Donor Retention

Four Ways to Improve Donor Retention

In a nationwide study of nearly 10,000 nonprofit organizations conducted by the Association of Fundraising Professionals (AFP) in 2016, on average only 46% of the donors who gave in 2015 also gave in 2016! AFP reports only 5% of their sample with retention rates above 68.5%.

Those are shocking numbers. A 46% retention rate in one year means an organization would have to replace 54% of their donors in the following year just to keep even with last year.

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Dr. Paul Virts
Dr. Paul Virts
Senior Consultant

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