Significance of Donor Retention
Disciplines
Arts and Humanities | Business Administration, Management, and Operations | Civic and Community Engagement | Community-Based Research | Interpersonal and Small Group Communication | Nonprofit Administration and Management | Public Relations and Advertising | Quantitative, Qualitative, Comparative, and Historical Methodologies
Abstract (300 words maximum)
Many children all across the Metro-Atlanta area have witnessed or personally experienced abandonment, neglect and/or abuse. The Center for Children and Young Adults (CCYA) is just one center whose mission is to provide stability and basic needs for the 42 kids they serve. As CCYA being a 501(c)3, they fully confide in the community and without that support, they would not have the capability to keep their doors open to the population being served. It takes a village to keep a steady inventory of food, clothing and monetary income to be able to keep CCYA running and still be able to provide the best for the kids. The overall purpose of this research is 1) understand the significance of donor retention and 2) how CCYA can stay connected with recurring donors and lapsed donors by incorporating new strategies that will encourage donors to feel worthy. I will be collecting quantitative and qualitative data from current and lapsed donors between January 2021 and April 2021 to develop a better understanding of recurring and lapsed donors to decide the best plan of action to grow CCYA’s donor retention rate. This will help me recognize when donors appear to be more inclined to donate to charitable causes and as a result, determine new strategies to address gaps in donations during the year; how best to increase donations during otherwise slow donation periods; and note or attempt to eliminate periodic lapses in donations. My goal at the end of this research is to be able to give CCYA effective strategies that will help continue their work with lapsed donors and keep the recurring donors coming back.
Academic department under which the project should be listed
WCHHS - Social Work and Human Services
Primary Investigator (PI) Name
Darlene Xiomara Rodriguez
Significance of Donor Retention
Many children all across the Metro-Atlanta area have witnessed or personally experienced abandonment, neglect and/or abuse. The Center for Children and Young Adults (CCYA) is just one center whose mission is to provide stability and basic needs for the 42 kids they serve. As CCYA being a 501(c)3, they fully confide in the community and without that support, they would not have the capability to keep their doors open to the population being served. It takes a village to keep a steady inventory of food, clothing and monetary income to be able to keep CCYA running and still be able to provide the best for the kids. The overall purpose of this research is 1) understand the significance of donor retention and 2) how CCYA can stay connected with recurring donors and lapsed donors by incorporating new strategies that will encourage donors to feel worthy. I will be collecting quantitative and qualitative data from current and lapsed donors between January 2021 and April 2021 to develop a better understanding of recurring and lapsed donors to decide the best plan of action to grow CCYA’s donor retention rate. This will help me recognize when donors appear to be more inclined to donate to charitable causes and as a result, determine new strategies to address gaps in donations during the year; how best to increase donations during otherwise slow donation periods; and note or attempt to eliminate periodic lapses in donations. My goal at the end of this research is to be able to give CCYA effective strategies that will help continue their work with lapsed donors and keep the recurring donors coming back.