If your nonprofit has been around long enough, you might be lucky enough to have a small percentage of donors who have stuck around for ten years plus.

What do you know about these special people?

Do you think they were just "born" loyal?

Have you ever surveyed or interviewed them? (If so, did you find out why they were loyal to your organization and not all the other riff-raff?)

Have you tried to determine or record the types of non-fundraising interactions they’ve had with your organization?

Was there some distinctive pattern to their early giving behavior?

How does any of that intelligence compare to similar information about your expires … the folks you’ve lost (or, depending on your perspective, abandoned you)?

Isn’t it time to find out?

Tom

P.S. And if you’ve detected some meaningful distinctions, would you share your insights with us?

 

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