06/16/2026
TL;DR: Your donors aren't customers. Treat them like shoppers and they'll leave like shoppers. Give them a reason to see themselves in your mission and they'll stay for years.
When someone buys, their brain asks "Do I want this?" When someone gives, it asks "Does this reflect who I am?"
Giving is an identity decision. So when we market to donors like shoppers (generic appeals, a thank-you that reads like a parking ticket), we act shocked when they wander off.
And it's sneaky: skip the follow-ups this spring and nothing bad happens this spring. You don't feel it until next year, when renewals dip and the development director gets grilled by the ED and board about why donors are leaving.
Good news: it's fixable. I wrote about the whole thing here 👇
Last month I wrote about why we're still bad at keeping donors, and why the fix is a system, not a rockstar hire.