By Ryan PonzurickImage provided by Flickr. Donor retention is a topic that has been getting an increasing amount of attention by nonprofits but is still greatly misunderstood. With a heavy focus by boards and executives on revenue intake, the nuances of keeping donors engaged can sometimes get lost when reviewing a P&L Statement at the end of the year. Neon One is part of the Fundraising Effectiveness Project, which is the largest dataset of individual giving data in the world. That project looks at hundreds of data points relating to giving information, but there is a particular focus on donor retention. Donor retention is simply ensuring that you keep a donor giving to your organization year over year. The data doesn’t lie on why this is important – when Adrian Sargeant researched lapsed donor behavior, he demonstrated that increasing the level of retention by 10% would improve the net growth in giving for a “typical” charity database by 50% net growth. Yet how can we get to this point? In an environment where we are being asked to deliver results immediately, how can we not only convince our stakeholders that retention is not only important but the key to long term success? The cost to acquire $1 from a new donor averages $1.25, yet retaining a donor comes at a significantly lower cost. Let’s unpack a few strategies to help us become a retention-centered organization.