Nicola Norris says overcoming the challenge of declining donor acquisition and retention is not only possible but achievable.
When I re-joined the Greenpeace Australia Pacific team in 2014, I was returning to an organisation that already had a special place in my heart: I had left in 2006 and the three-and-a-half years I had spent working there in a more junior role had been a highlight of my fundraising career.
But I was returning to an organisation facing a problem: the regular giving donor base, 85% of the organisation’s income in a typical year, was in decline. The decline had been going on since 2008 and any signs of growth since then had been short-lived.
Greenpeace is an independent campaigning organisation that accepts absolutely no government or corporate funding. This makes regular donations from individuals even more critical. Without a stable regular income stream, its ability to tackle the most important environmental problem today, climate change, was being severely impacted.
Identifying the core challenge