Science

Why holding on to loyal donors is not the right advice for every nonprofit

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 11/11/2026, 21:25:25 UTC.

Briefings

Recent research indicates that for many nonprofits, acquiring new donors is more critical than retaining existing ones, especially as humanitarian funding contracts are shrinking. The study suggests that organizational structure significantly influences donor value, challenging the traditional strategy of prioritizing loyalty over acquisition.

Key points

• New research indicates that acquiring new donors is more critical than retaining existing ones for many nonprofits.
• The value of a donor depends on how the nonprofit is structured, not just donor loyalty.

Context

Humanitarian funding contracts are shrinking, creating pressure on organizations to secure new funding streams. This shift challenges the conventional wisdom that retaining loyal donors is the primary fundraising strategy.

Limitations

Evidence is limited to a single research study; specific donor counts, funding amounts, or organizational names are not provided. Findings remain preliminary and do not account for regional variations in nonprofit structures.

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