9 Underutilized Emails that Improve Donor Retention
The 2014 Nonprofit Communications Trends Report was released last week and one of the more interesting findings was that donor retention remainsa lower priority.
As my colleague Frank Barry mentioned, most nonprofits stink at donor retention. Nearly 3 out of 4 new donors never make a second gift. Over the past 10 years, donor retention has fallen from 33% to 27%.
But…donor retention isn’t one of the top three communications goals for 2014, according to the report. Acquiring new donors, engaging our community and general brand awareness all rank ahead of retention.
And while only 34% of executive directors picked donor retention as a top 2014 goal, just 16% of nonprofit communications directors said the same.
Donor retention is often overlooked and, because of this, nonprofits aren’t using email as a key retention tool. That likely means more email “asks” this year (donations, event registrants, advocacy actions) and fewer retention emails, like reporting back to donors and building relationships.
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