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Sep 30, 2014

We Don’t Have a Retention Problem Part 2

My last blog we talked about how we don’t have a retention problem, we have a generational communication problem.

This blog is going to introduce a new retention metric that we believe is more relevant than donor retention. It’s REVENUE retention.

It’s simply looking at how much revenue you retained from the previous year.

Here’s the same client we discussed in my previous blog, but comparing donor retention and revenue retention.

A mid 30 percent second year retention is pretty good.

But look at revenue retention! It’s over 50%. And really, isn‘t that the most important metric?

For this client, it means they are retaining the higher value donors. OK, obviously we want high retention. But if you are retaining over 50% of the revenue from your new donor class, you are doing great.

So add this as a metric of things you should start to track.

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://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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Fake Polls

Polling is getting a lot of attention today. Bad attention. This is the second election cycle in a row where the polls were pointing towards a solid win for the Democratic Presidential candidate, but the actual vote went the other way. We call the issue is called...

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