The AFP Blog: The Research is Clear: Invest in Donor Retention and Cultivation: "The Research is Clear: Invest in Donor Retention and Cultivation
There’s more great research out now from the Fundraising Effectiveness Project, delving deeper into statistics on donor retention.
The data in the new FEP supplement points to an inescapable fact: we have to focus on donor cultivation and major gifts. An ever-increasing proportion of fundraising revenue is coming from an increasingly smaller pool of donors. And as the FEP data shows, we’re not necessarily talking “major” donors, but individuals who give $250 or more. "
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