Best practice donor retention can stop the financial dominos falling in an economic crisis. With possible recession looming, many charities and nonprofits have shifted their strategies mid-stream from ambitious acquisition and expansion plans to focusing more heavily on maintaining their donor and revenue levels. The current economic climate has meant that many marketing managers have had to dust off their ‘Retention 101’ handbooks, while others are scrambling to quickly come up-to-speed on how to more deeply engage and develop existing supporter relationships. We all know that for some donors, giving to charities is a ‘nice to do’ activity in times of prosperity, but in times of trouble it may be…

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