The Most Important Ingredient in Donor Retention [Video]

Donor retention is broken. This is no surprise to anyone who has worked in the nonprofit industry for any length of time.

Despite all the best practices tactics about sending thank you cards, making phone calls, investing in new technology, etc. – the average donor retention rate seems to be stuck around 45%.

In a brand-new research endeavor analyzing both the donor retention performance and the donor experience of 212 nonprofit organizations, we’ve begun to uncover what may be the most important ingredient to keep donors around for the long term.

The best part? This magical ingredient has nothing to do with your technology, your reach, or your budget. Instead, it has everything to do with why your donors give.

Nathan Hill, VP of NextAfter Institute