Over three quarters of new donors do not make a second gift. I call this the "leaky bucket" problem. Organizations lose money acquiring new donors, who almost immediately become lapsed donors. And then they do it all over again the next year. This exhausting, demoralizing approach to fundraising also goes a long way in explaining the sky-high burnout rate for development staff.The number of individual donors has dropped nearly 20 percent since the beginning of this century. It is not difficult to believe that this large drop is connected to donors feeling unappreciated. This commoditized approach to donors is a particular turnoff to younger donors who are used to having lots of choices in everything they do and need to be acknowledged and educated and invited to become repeat donors.About AllisonAllison Fine is a pioneer in the use of technology for good. She is the author of four books on the topic, most recently, The Smart Nonprofit: Staying Human Centered in an Automated World with Beth Kanter. She is currently the President of Every.org, a nonprofit platform helping nonprofits raise more money while strengthening the relationship between causes and donors to create lasting change. Our Next Chapter on Substack is about reproductive justice, news and resources, about calls to action.Connect with AllisonWebsite: https://afine.substack.com/Other: http://www.every.orgLinkedIn: https://www.linkedin.com/in/allison-fine-a07132/ResourceDon't Be A Big Box NonprofitConnect with me on LinkedIn: https://www.linkedin.com/in/juliacampbell/