Donor Engagement – Dealing with Donor Churn

November 20th, 2017 by Eric Seller

Donor Churn is an interesting statistic, but doesn’t tell the whole story, If we instead look at the dollars tied to those lost donors, we can get a clearer picture of how it will affect our campaigns. If we combine this with growth rate of retained donors and new gifts, we can now start projecting results in to the future.

The bad news is that a dollar retention rate of 80% and a growth rate of 4% means that we would need to bring in 35%-40% in new gifts every year to continue to grow. If we consider that the gift amount from new donors is significantly lower than existing donors, it becomes clear that an 80% dollar retention rate is too low.

This video not only shows the long-term effects that donor churn has on a campaign, discusses a strategy that could be used to address it, and shows how that strategy could be implemented using Community Connect.

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