Many donors express “fatigue” from the over-messaging or clumsy communications they receive from nonprofits they support. Those nonprofits often neglect to properly acknowledge appreciation for the donors’ support, or to cultivate their ongoing interest.
For nonprofit fundraisers, donor fatigue and donor retention are some of the biggest challenges we face. The reality is that donor retention has been terrible for decades among U.S. nonprofits, but direct response managers are focusing on how to address it. This article explores factors that have exacerbated the issue of falling donor retention over the past few years.