How do I develop donor retention strategies using DonorTrends?

Creating Effective Retention Programs 

DonorTrends can help you identify donors at risk and develop targeted retention strategies. 

Step 1: Identify donors at risk of lapsing 

1. Review the "Appeals and Renewals" model: 

   1. Focus on donors in tiers 8-10 or the bottom cluster (30%) 

   2. These donors have the lowest likelihood scores for continued giving 

2. For sustainers, examine the "Sustainer Upgrade" model: 

   1. Pay special attention to donors at the bottom of this model 

   2. These monthly donors are flagged as having higher risk of cancellation 

Step 2: Design churn intervention experiments 

1. Develop special retention tactics for at-risk donors: 

   1. Impact-focused communications showing the value of their support 

   2. Engagement opportunities beyond giving (surveys, volunteer options) 

   3. Special recognition or appreciation messages 

2. Create test groups to evaluate different retention approaches: 

   1. Divide similar-scored donors into test segments 

   2. Apply different retention strategies to each group 

   3. Include a control group receiving standard communication

Step 3: Track retention results 

1. Monitor giving behavior of targeted donors: 

   1. Compare renewal rates between test groups and control group 

   2. Note which interventions yield the best retention outcomes 

2. Review DonorTrends scores after interventions: 

   1. Look for improvements in retention likelihood scores 

   2. Document which strategies had the most positive impact 

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