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Donor retention
Track how many donors give again and the value they bring.
MarketingNonprofit
How it's worked out
- Retention = repeat donors ÷ last year’s donors. Lifetime = 1 ÷ (1 − retention). LTV = lifetime × gift × gifts per year
- Constant retention
NoteSector studies, such as the Fundraising Effectiveness Project, report overall donor retention under 50% and first-year retention much lower.
Source: Fundraising Effectiveness Project (AFP) definitions
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