The Acquisition/Retention Equation, Continued

I received great feedback and many follow-up questions about my post last spring on recruiting donors who will stay with you for the long haul. So I plan to build on that conversation with a session at this summer’s Bridge Conference called Where’s the Acquisition Variable in the Retention Equation?

In my presentation, you will learn how to ensure that donors join your organization for the right reasons—namely, passion about your mission and a desire to make a real difference. I will talk about the ins and outs of package, message, and list ROI, so you know what kinds of donors are joining your ranks and how to keep them engaged and giving for years to come.

I will also cover how to move beyond basic campaign performance with more insightful file analysis that will lead to real strategic change. And I will address the ways fundraising programs are adjusting to new data trends and evaluating long-term donor value.

I hope you’ll join me! Bridge runs from July 7-9 in National Harbor, MD—and you can register here.

Where’s the Acquisition Variable in the Retention Equation?

So we’re all on the donor retention bandwagon, right? Treat your donors well; use their personal information to show that you know what interests them; thank them promptly and frequently; describe the impactful results of their support, etc.

But what about the acquisition variable in the retention equation?

While the above techniques are important, they all happen after the donor comes in the door – but retention potential comes into play long before that moment. And if donors don’t join your organization for the right reasons – namely, passion about your mission and a desire to make a real difference – then no amount of engagement and retention activities will keep them on board.

And here’s why: we often talk about “dating” (educating, cultivating) our donor prospects before asking them to “marry” us (donate) – but when we’re “marrying” incompatible people, it’s no wonder our relationship often ends in divorce!

So as I see it, the retention discussion needs to include the answers to these critical questions:

(Read more here).