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Fundraiser's "buckets" of donors are leaky. The last annual Fundraising Effectiveness Project found that 80% of first-time donors will not become second-time donors. Thirty-nine percent of multi-year donors won’t give again this year. And the recapture rate of these donors has fallen almost 40% in four years. At the current rate, our donor files will be halved in the next decade on average. Our buckets have too many holes...so how do fundraisers adapt?

There are several companies that specialize in marketing for for-profit companies who are now trying to build models for nonprofits based exclusively on customer data. It doesn’t work. Here’s why.