Nonprofit Nation with Julia Campbell Donor Retention and Fundraising Trends with Barbara O’Reilly
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Aug 14, 2024 Barbara O’Reilly, a seasoned expert in donor retention and fundraising trends, shares her insights on navigating the changing nonprofit landscape. She highlights alarming statistics about donor retention and stresses the necessity of personalized donor engagement. O'Reilly discusses strategies to connect with different generations, emphasizing transparency and trust. She also underlines the often-overlooked power of print materials in fundraising and offers essential advice for busy fundraisers to enhance donor relationships and analyze their data effectively.
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Donor Retention Is The Core Problem
- Donor retention is a systemic problem: average retention hovers around ~40% and first-time donor return is ~20%.
- This decline threatens long-term sector viability unless organizations prioritize existing donors.
Combine Digital With Human Touch
- Use multichannel communication, combining digital with human touch like calls, print, or handwritten notes.
- Integrate channels so each touchpoint reinforces the relationship rather than replacing personal contact.
Follow Up In Donor-Preferred Ways
- Donor messaging should match individual preferences; follow up across channels (call + email) when possible.
- Use simple human touches like voicemails or brief emails to acknowledge gifts and invite further connection.