How not to go over your own fiscal cliff

With donor acquisition getting more difficult, we’re all forced to fine-tune our fundraising programs. Here’s some help at Katya’s Nonprofit Marketing Blog: 4 ways to do a better job keeping your donors.

The secret is to think of your program structurally, not as a series of tactics. Know how many donors you’re getting, how many you’re keeping, and what’s the long-term value of each donor. That will keep you from spinning your wheels on activities that get you nowhere, but instead spend your time an money in smart, impactful ways:

1. Focus on donor retention more than donor acquisition.
   
2. Focus on donor lifetime value, not one-off campaigns.
   
3. Focus on results, not effort.
   
4. Identify and invest in your most passionate supporters.
   

These things will keep you from making costly mistakes — or heedlessly driving your fundraising program over a “fiscal cliff.”