Why Donor Retention Matters and How Stewardship Plays An Important Role

This post originally appeared on ADRP and was republished with permission.

In my role as a Regional Collaboration Manager for YMCA of the USA, I travel throughout my assigned region helping local YMCAs to maximize the effectiveness of their fundraising efforts. Recently my teammates and I were working with a YMCA to analyze their fundraising metrics and identify opportunities to improve their development work. We were using the Fundraising Fitness Test, a free tool that was introduced by the Growth in Giving Initiative through AFP and the Urban Institute. Using the Fitness Test, we were able to start to see some of the inner workings of their campaign strategies. One portion of the test examines donor retention numbers, and this portion revealed some very interesting things.