Did you know that, on average, 1 in 2 donors will not renew? To help avoid the one and done donor, take a look at these 3 different areas of retention.

When we systematically unpack retention, we can identify areas to fix but also areas that work well. Here are the three different areas to look at:

1. Donor Size - Look at the retention rate of small donors and large donors separately. Focus on improving major donor retention first.

2. Donor Source - How did they initially get connected with your organization? (Referral, event, direct mail, etc.)

3. Donor Type - Break these down by individuals, corporations, foundations, or government funding.

When you look at retention in these 3 ways, you can easily identify what's working and what's not. Then the answer is simple, stop doing what's producing poor results and do more of what's working.