Donor Retention … Why Is It So Hard?
Roger’s written a 171-page $24.95 book on it — Retention Fundraising: The New Art and Science of Keeping Your Donors for Life.
And yesterday he enthusiastically recommended Jay Love’s 170-page $5.67 Kindle book on it — Stay Together: How to Encourage a Lifetime of Donor Loyalty.
[Even Jay would agree that the one extra — extremely insightful — page in Roger’s book, the page that costs $19.28 more, is well worth the spend. Plus you’re getting a hard copy! Hey, you can get it used for $17.52.]
Now, for you cheapies and fans of Cliffs Notes, Jeff Brooks comes along and reduces the solution to these five steps in one free short blog post, noting the huge importance* of getting a second gift …
- Acknowledge the first gift promptly.
- Be specific and relevant in that acknowledgement.
- Report back (soon!) on the impact of the first gift.
- Ask again soon.
- Ask often.
What’s so hard about this folks?
Why aren’t we getting the job done?
*Jeff reminds us of this incredible stat (from Bloomerang): If a donor gives a second time, they are about three times as likely to stay with you. Who doesn’t ‘get’ that?