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Nov 11, 2019

A Cautionary Tale of Stopping New Donor Acquisition

As I’ve shared before, one of our most common analyses, sadly, is projecting what happens to a donor file’s active counts if an organization decides to discontinue new donor acquisition – after all, new donor acquisition is just too expensive.

Well, today’s graph is not a projection . . . but a real-life example of what happens to donor file when an organization stops acquiring new donors for just two years.

Figure 1: Active Donor Counts

Not sure I need to say anything else. What a total unmitigated disaster.

In just two years of not acquiring new donors, this organization’s active donor counts were cut in half.

This organization now faces the dim prospect of having to invest more in new donor acquisition over the next several years just to get back to where they were in FY17.

So unnecessary.

If you (or your client) is considering such a decision, please, please, show them this graph.

The Regression to the Mean has Begun

A year ago, all of us in the business of fundraising were nervous. Lockdowns were taking place across the world, there were shortages of toilet paper and no one was sure how donors would respond. No one could have predicted that donors would respond in a such an...

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December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://www.analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

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