Recently, I ran into the folks from Nonprofit Hub at the 2013 AFP International Conference on Fundraising in San Diego California. We chatted about a number of topics, one of which was ways to improve donor retention. Your donor retention rate can make or break the health of your organization – why constantly scramble to create new donor relationships when you can simply foster the ones you already have?
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NPHub: We’re looking at as far as donor retention, what do you say are three key things that we can do to help that?
Jay: Well, the first thing, of course, is recognize what your retention is. If you don’t know what that percentage is, I don’t think you can move the needle up or down. Then realize that retention is based upon donor relationships and donor engagement, and figure out what you can do to build a relationship. I always tell people it’s just like building a friendship. If you can figure out the various touch points and ways that you can build that friendship, you can build a relationship with donors in the same manner. As you build the relationship, the engagement levels just rise, rise and rise.