The Truth about Donor Retention in Nonprofit Fundraising

Successful nonprofit fundraising requires a strong marketing strategy and the use of intuitive technology that gleans actionable insights about prospective and existing donors. After all, retaining donors is much like retaining consumers in that organizations must understand their audiences’ demographics and interests so that they can personalize and target their messages for better engagement.

But implementing a sound fundraising strategy isn’t so easy. In fact, many nonprofits struggle to craft a truly effective campaign strategy that increases donor retention rates year-over-year. Indeed, the “2014 Fundraising Effectiveness Project Survey Report” revealed that the average donor attrition rate is 57 percent. What’s more, the donor retention rate decreased by 7 percent from 2006 to 2014.

As such, nonprofits ought to cast an eye towards the integrated marketing solutions afforded by today’s contact centers to increase donor retention. For instance, its takes an excellent communicator to aptly convey the value of your nonprofit to potential donors, so organizations would be wise to enlist the help of trained professionals who can state your case in the most impactful light.

Additionally, contact centers have access to a myriad of sophisticated technology that can help nonprofits narrow down their audience for each campaign. For instance, if your donor attrition rate has substantially risen it might be due to an over generalized marketing message. Contact centers, however, can grant you access to data analytics that will help you realize patterns amongst your donor-base. Once these patterns—similar demographic backgrounds, past contributions, personal interests and charity affiliations—are established you can then segment your audience into groups based on similarities. In doing so, you can personalize your messages, whether they are over the phone or through an email marketing message, to match your donors pertinent concerns and improve the likelihood of gaining their contribution.

Retaining loyal donors is essential to nonprofit fundraising success. Thankfully, contact centers can provide the marketing guidance and support that is needed to cultivate long-lasting donor relationships.

Seeking additional fundraising advice? Read more here.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.