The donor is the hero of the story
Russell N. James III, 2022
You make the perfect fundraising ask. It works! The donor makes a gift to your charity. Congratulations!
But was the gift a good idea? Four out five new donors say, “No.” Data from thousands of charities show new donor retention of 20%. They make a gift. But they don’t repeat their mistake. Even a year later, they haven’t done it again. The story “worked” to get a gift. But something was missing. It didn’t work again.
This causes money problems. A study of more than 10,000 charities found a seriously “leaky bucket.” Increased giving from active donors and new gifts from others created gains of $5 billion. Hooray! But wait. Other donors stopped or reduced ...
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