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.