The Rest of the Retention Story: Part 3

Here’s a far better, more accurate and actionable two-point belief system to stick in your fundraising brain if you really want to improve retention and lifetime donor value: 1. Donors are made, not born. 2. Until nonprofits focus as much on donor attitudes as they do on behavior, they will never fix the retention problem. Why? Because they will never "make" donors out of the leads generated in their acquisition programs.