Survey Shows Donor Retention Still Undervalued by Nonprofits

Survey Shows Donor Retention Still Undervalued by Nonprofits: It was a disappointment to read in Kivi Leroux Miller's 2014 Nonprofit Communications Trends Report that donor retention is still not highly valued by many people working at nonprofits.

The Report states:

"Donor retention continues to be a hot topic . . . But are nonprofits doing more than talking about it? In our 2013 report, acquisition beat retention as a goal by nearly 2 to 1. In 2014, the number of nonprofits selecting retention as a top three goal held steady at 30%, while acquisition as a top three goal fell from 57% to 53%."