Bad News: Donors Don’t Hang Around, Either



Photo credit: Bert Kaufmann

The only news that could make a 50% churn rate of development directors look good is the 73% attrition rate of first-time donors. An infographic published by Bloomerang, developer of a database product that focuses on retention, juxtaposed a comparison between business and nonprofit that raised eyebrows:

Commercial BusinessCustomer Retention  94%  Attrition  6%

Nonprofit Donor Retention (all donors)     41%   Attrition  59%

Maybe it took  the prolonged recession, like a receding tide, to reveal fundamental problems hidden below the surface of the fundraising enterprise.




About Don Akchin

Don Akchin brings to clients the benefits of more than 30 years’ experience in
communications and marketing, much of it on behalf of nonprofit organizations.

In the 1980s and early 1990s he ran an independent communications practice, serving a wide variety of corporate, nonprofit and governmental clients. Don has also been a prize-winning newspaper reporter and a magazine editor.

Don Akchin Strategic Communications is part of the Nonprofit Marketing 360 Coalition,
serving nonprofit organizations in Washington DC, Baltimore, and New York City.