Suppose you were asked to separate your donors into Pile A and Pile B. What criteria would you use? Before answering, recall the only reason to segment is to raise more money than one-size-fits-all. Creating and executing tailored content and experiences come at a cost, which at the very least is more work for staff...
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic. Measuring donor loyalty takes a more in-depth look.
If the problems of acquisition and retention are related and severe, and the financial imperative to fix them so clear, then why are the trend lines getting worse, not better? Why aren't more donors giving a second gift?
Check out the Committed Donor Infographic.