Finding a Digital Solution to Help Improve Donor Lifetime Value and Retention in the Nonprofit Industry

It is commonly understood that attracting a new donor is costlier than investing in an existing relationship. Yet, for the past 12 years the nonprofit industry has relied mostly on new donors while losing more than half of their existing donor base every year. This is an increasingly concerning trend within the nonprofit industry. With the donor base in Canada continuing to age and shrink, nonprofits are facing the need to reach and retain a new group of donors largely unhappy with the way they are being engaged, or not engaged, by nonprofit organizations. Using the Lean Startup methodology, in combination with Customer Discovery research techniques, this project uncovers the common challenges and barriers preventing organizations from improving retention of donors, and arrives at a solution to help address some of these common challenges and barriers.