"Despite the potential advantages that enhancing donor retention can bring, the opportunity remains largely untapped. In 1997, a report identified that a typical U.K. charity experiences an annual attrition rate of between 10 and 20 percent of all supporters who make more than one contribution. More recently, my own work broke the aggregate retention figure down to examine both cash and sustaining donors, concluding that a typical charity will lose 50 percent of its cash (i.e., annual) donors between the first and second donation and up to 30 percent annually thereafter." Interesting, in depth research on how donor and customer retention overlap.
Posted on: Thu, 08 Aug 2013 12:57:33 +0000
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