There’s a lot being written about donor retention – why it’s important and how to increase it – and even more data on the averages within the nonprofit sector. We, however, were wondering what the real pursuit of donor retention looks like among boots-on-the-ground fundraisers.
Recently, we surveyed our database of over 8,000 nonprofit organizations nationwide to see where they stand on the issue of donor retention. The results of the survey can be found in the infographic below:
- 98.18% of respondents are familiar with the term “donor retention.”
- Only 55.21% of respondents are tracking their donor retention rate.
- 23.79% have seen an increase
- 7.38% have seen a decrease
- 68.84% aren’t sure if it’s changed (24.05%) or aren’t tracking
- Of the 44.79%* who aren’t tracking their donor retention rate:
- 15.63% don’t know how and/or
- 1.30% don’t see the value and/or
- 21.09% don’t have the time and/or
- 21.09% don’t have the technology
- 78.38% of respondents noted that their fundraising goals have increased since last year.
- 17.71% of respondents noted that their fundraising goals have stayed about the same since last year.
- 3.9% of respondents have noted that their fundraising goals have decreased since last year.
*multiple responses were acceptable. Normalized data amounts are 25.85%, 11.52%, 31.31% and 31.31%, respectively.
What about you? How much focus are you putting on donor retention in 2014? Let us know in the comments below.