Blackbaud in the News: The Art of Donor Retention
From The NonProfit Times
The Art of Donor Retention
By Beth Isikoff, Blackbaud’s director of national account development
When you reach out to your donors, what kind of picture are you painting? Constituent retention increasingly is, and will continue to be, a high priority for all nonprofits. The art of retention has always challenged fundraisers, who strive to stay on top of the latest and greatest strategies for keeping donors active.
Ninety-four percent of respondents to Blackbaud’s recent State of the Nonprofit Industry (SONI) survey said that retention is important, with 74% rating their performance in this area as “very good” or “good.” As retention stays top-of-mind for fundraisers, we must ask ourselves how we can continue to maintain relationships with our constituents and keep them involved with our missions. With acquisition costs on the rise, it is vital to find ways to keep the constituents you have worked so hard to get. The amount of time and money that goes into acquisition planning, production, and list management is monumental for many. It is indeed painful to watch acquisition investments dwindle because constituents do not renew or fail to engage further with you after their first gift.
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