I open the emails I receive from Analytical Ones with great trepidation. These folks are masters of bad news, as The Agitator has previously reported here and here.

Their latest message didn’t disappoint me. [Is that the correct thing to say?!] Their apparently endless reservoir of bad news is yet to run dry.

Here’s the latest gloomy trend they’ve spotted. It looks at the percentage of total revenues in the ‘typical’ nonprofit from donors who were acquired in the last three years. In other words, are your newest donors carrying the same weight as they have in the past? Their data says: no way.

Or, another way of looking at it, says Analytical Ones: “Less acquired today = Less to cultivate tomorrow.”

So get out your data and calculate this trajectory for your own nonprofit.

I sincerely hope you’re bucking the trend.



This article was posted in: Donor acquisition.
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