Strengthening Nonprofit Organizations

Donor Retention a Growing Problem for Small Organizations

Publication date: 
Working from a survey of 2,840 nonprofits, the Urban Institute published an analysis of 2011–2012 data that shows that over the last few years, nonprofits have been losing donors at a relatively fast rate. Between 2011 and 2012, for every 100 new and recovered donors recruited, 105 donors were lost through attrition. In the previous year, 107 were lost for every 100 new or recovered. This compares very unfavorably to pre-recession years, where the losses against gains produced a net positive. But the news is actually worse for smaller organizations because the numbers are, as might be expected, sensitive to size.
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