Dealing With the Dreaded 'A' Word

Be proactive about donor attrition.

January 18, 2012 By Pamela Barden

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Depending on your donor file composition, you could consider a thank-you call after a certain amount of time, a small premium or another appropriate strategy. Monitor the results to see if it reduces attrition, and stop it if it isn’t making a positive difference.

When you recapture a donor who has not given for a year or more, consider a special receipt letter that welcomes her back, lets her know you have missed her partnership and invites her to call in if she has any questions. Reactivating a donor only so he lapses again in a year is costly, so be sure he knows how valued he is by your organization.

Of course, you’ll never completely end attrition, since donors do age and pass away. That’s why it is important to remind your donors about remembering your organization in their estate plans. This may be an attractive opportunity for a donor who has had to stop giving because of a fixed income, so promote this in your newsletter.

Attrition is a fact of fundraising life, so celebrate when your hard work results in a reduction of attrition by a percentage point or two. We may have to live with attrition — but let’s not give up without a fight.

Pamela Barden is the creative juice and the copywriting machine behind PJBarden Inc. You can follow Pamela on Twitter @pjbarden.

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