Slowing Down the (Donor) Revolving Door, Part 2
You may be rolling your eyes or scratching your head — but here's the bottom line: It worked. Attrition declined and stayed down. And the only cost was the initial letter and one other mailing a year to let them know one of three things: They were still in the group and would get to the next level in one more year; they were still in the group and had achieved the next level; or they were still in the group, but they would not continue their membership unless they renewed their giving before Dec. 31.
Keeping our donors is more than a nice thing to think about. It is essential. We have to stop the revolving door. Find what works — then do it, as long as it is ethical and legal. Continual investment in donor acquisition just to stay level is simply not a sustainable way to operate a nonprofit.