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When Growth Gets Tough, Retention Gets Smarter

October 20, 2026 1:00 PM - 2:00 PM (EDT)

Description

When it’s harder — and more expensive — than ever to acquire new donors, retention becomes your strongest growth strategy. But keeping new donors isn’t as simple as sending a thank-you note or relying on traditional RFM (Recency, Frequency, Monetary) metrics to predict loyalty.


In this session, we’ll explore how leading nonprofits are using a wider range of data points — beyond gift history alone — to tailor new donor journeys that optimize retention from the start of the relationship.


Through case examples and cross-client trend data, we’ll show how focusing on the right data — at the right time — can dramatically improve new donor retention rates and overall file value. If your acquisition dollars aren’t going as far as they used to, this session will help you make sure every new donor you bring in is one worth keeping.                                                                                                                                                                                                                                                                                                                                                            

KEY TAKE-AWAYS:

  • Design Data –Informed Journeys: Discover how to create personalized, scalable new donor experiences that strengthen relationships from the very first gift.
  • Shift from Reactive to Proactive Stewardship: Understand how to anticipate donor needs and actions to prevent lapses before they happen.
  • Get Comfortable in the Uncomfortable: Explore strategies for using attribution and retention data even when it’s messy or incomplete, helping your team make confident, data-informed decisions that keep the big picture in mind. 
  • Turn Insights into Action: See practical examples of translating retention data into strategies that drive higher-year retention and long-term file growth.

SPEAKERS:

  • Kim Chelpaty, Director, Direct Marketing, Mercy Corps
  • Dan Clasgens, Director of Direct Marketing, DAV 
  • Madeline Ruffin-Thomas, Vice President, Fundraising Strategies

ACCESSIBILITY

We will provide automated transcription at this event. If you need additional accommodations, please contact Risa Sudnow at info@dmfa.org or 646-675-7314.

Featured Sponsor


Time

1 - 2 PM

Pricing

This webinar is free to attend.

Members: Can view the recording and presentation at any time

Non Members: Can only attend the live event. They will not have access to the recording.

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Contact Information

Direct Marketing Fundraisers Associaton
Name: Risa Sudnow
Phone: (646) 675-7314
Email: info@dmfa.org
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