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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.

Mentors: Phil Stolberg

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....

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Mentors: Steven Screen

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....

read more

Mentors: Jon Van Wyk

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....

read more

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