You Had Me at Hello: The Importance of Donor Stewardship Library

You Had Me at Hello: The Importance of Donor Stewardship

Tags : Fundraising

"You had me at hello," a classic line from the movie Jerry Maguire, was in response to an extensive courting process. This wonderful one-liner is ironic for fundraisers – donors say "HELLO" with their first gift, and yet by the 5th solicitation, those first-time donors have left. The national retention rate is down to 39%, according to the Association of Fundraising Professionals. The gold nugget here is that fundraisers need to pay attention to the core of donor relationships – appreciating that first gift as a "HELLO," listening to donors, understanding what inspires them, and helping them achieve their best philanthropy.

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