When They Love Us and Leave Us

Philip Manzano • Feb 05, 2018

Attrition alley is the dark and scary place in every organization where shiney, happy donors go when they become jaded and disgruntled.

Attrition alley is the dark and scary place in every organization where shiney, happy donors go when they become jaded and disgruntled because their support has gone unnoticed, un-appreciated and un-reported on.

As we mentioned in our last blog , on average, 54% of donors are dropping off from organizations every year.

The situation is even more dismal when you find out that only 23% of new donors are retained and make a second gift to an organization.  Only two out of ten first-time donors have a positive enough experience with charities to keep giving. TWO OUT OF TEN PEOPLE, PEOPLE!

We can do better than this, can’t we?!

Say it with me all together now: YES WE CAN!

The first stop along the journey of improving donor retention rates is to take time to reflect on why donors end up loving us and leaving us.

I’ll give you this – not all donors leave us high and dry because of something we’ve done. 54% of them stop giving because they can no longer afford it. 2 Not much you can do about that.

However…

•  18% of donors stopped giving because of poor service or communication;

•  13% of donors stopped giving because they were never thanked for donating;

•  9% of donors stopped giving because they have no memory of supporting the charity;

•  8% of donors stopped giving because they had no information on how their donation was used to impact the world;

•  5% of donors stopped giving because they thought the charity did not need them anymore.

The common denominator? A serious lack of communication, gratitude and impact reporting.

Thankfully, with a bit of creativity, organization and effort – all these things are easy to fix.

More on all those topics in our next post, Stewardship: The Easy Win.

See you next month!

Janet + Leigh