"Attrition" is a fact of life at nonprofits, but what you do now can increase the number of first-time donors who remain loyal in the new year.
Your donors are going to be bombarded by fundraising messages between now and Dec. 31. On the radio, in the mail, on billboards — the encouragement to "give now before Dec. 31" will be hard to miss. How can your message stand out and result in donations?
Nonprofit organizations in the U.S. were better at retaining donors and shored up their net losses in donations in 2010, according to the latest report of the Fundraising Effectiveness Project (FEP). The FEP, a report of the Association of Fundraising Professionals (AFP) and the Center on Nonprofits and Philanthropy at the Urban Institute, compares gains and losses of donors and donation amounts. The FEP indicates year over year growth by comparing how many new donors are acquired with how many stopped giving, and the donation levels of each.
How are you showing your donors that you are grateful they have stuck with you through some of the most economically challenging times that most of us have experienced?
Most donors don’t set out to lapse. In fact, many don’t know they have lapsed. Some stopped giving because their income changed, they have new interests or you unintentionally irked them. But others will give again (and again) if you help them remember what made them support you in the first place.
Direct-mail giving still overwhelmingly brings in the majority of fundraising revenue, according to Blackbaud's 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report.