Wouldn’t You Want To Know?
My pals Roger and Kevin at DonorVoice have completed heaps of research on donor retention over the past few months, which has pointed them to the pivotal importance of Donor Commitment.
Donor Commitment is an attitude that’s measurable and (when properly measured) predicts donor retention and value very accurately.
And it’s an attitude your nonprofit can influence … as in nurture.
So, here’s a chart showing Donor Commitment (link will give you a readable size) as we’ve measured it across fifty leading US nonprofits and charities. The top five of Donor Commitment are:
- Childfund International
- Operation Smile
- Wilderness Society
- Environmental Defense Fund
- Planned Parenthood
The bottom five are:
- UNICEF
- United Way
- March of Dimes
- Easter Seals
- Human Rights Campaign
If you’re on the list, and in the bottom half, wouldn’t you want to know why … and what you can do about it?
And if you’re not on the list, isn’t Donor Commitment something you’d like to measure, track and improve in your organization?
If you’re in either of these two groups, perhaps you should be talking to Roger and Kevin!
Tom
Behavioral Science Q & A
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