In the olden days, when I was a CDO, we had 3000 3×5 cards. 1 card per donor/donor family. Typed the info onto the card. (Yes!! The days of electric typewriters.) One day, someone dropped 1 of the 3×5 card drawers. Approximately 1,000 cards all over the floor. Alphabetizing by hand.
(I still have an electric typewriter in my office. You never know when what etc.!)
Now we’re in the world of databases of all types. Donors. Fundraising. Ticketing. Advertising. Do you think the horse and cow farms have databases by horse/cow names?
Can you imagine a donor/fundraising database whose purpose is donor retention?! Remember, loyalty is the Holy Grail of any business. And thanks to Adrian Sargeant, fundraisers have research that defines how to build and measure donor loyalty.
If you want to keep your donors (retention first…then acquisition!!!), then check out more donor research.