--- title: Too much talk about donor retention? description: There's a lot of talk about donor retention these days. Don't get me wrong. Retention is important, very important! But it's really only one side of the.. image: https://info.imarketsmart.com/hs-fs/file-3555832657-png/blog-files/screen-shot-2015-10-16-at-1.45.52-pm-970x507.png --- ### Get weekly nonprofit marketing ideas straight to your inbox ** [301.289.3670](tel:+1-301-289-3670) / [888.618.2015](tel:+1-888-618-2015) [**Contact](http://imarketsmart.com/contact-us) [**  Careers](http://imarketsmart.com/careers) - - - [![Imarketsmart](https://info.imarketsmart.com/hs-fs/hubfs/images/logo-basic-300x451.png?width=300&height=45&name=logo-basic-300x451.png "Imarketsmart")](http://imarketsmart.com/) [Get a Demo](http://imarketsmart.com/request-a-demo/) # Marketsmart Blog # Too much talk about donor retention? There's a lot of talk about donor retention these days. Don't get me wrong. Retention is important, very important! But it's really only one side of the *growth and profitability coin*. The other side is the **[80/20 Rule](http://imarketsmart.com/about-us/)** (Click [here](http://imarketsmart.com/about-us/) to learn more). **Here's what I mean:** [![Donor Retention Information](https://info.imarketsmart.com/hs-fs/file-3555832657-png/blog-files/screen-shot-2015-10-16-at-1.45.52-pm-970x507.png?width=970&height=507&name=screen-shot-2015-10-16-at-1.45.52-pm-970x507.png)](https://info.imarketsmart.com/hs-fs/file-3555832657-png/blog-files/screen-shot-2015-10-16-at-1.45.52-pm-970x507.png)**“More money can be raised by acquiring more donors. But more profit can only be made by retaining the donors you already have *and* securing more generous gifts.”** — Penelope Burk *President, Cygnus Applied Research, Inc.* Author, Donor-Centered Fundraising and Donor-Centered Leadership ### Related Posts [>> Proof that high-dollar donors are more loyal than low-dollar supporters](http://imarketsmart.com/proof-that-high-dollar-donors-are-more-loyal-than-low-dollar-supporters/) [>> Stop swapping your donor lists with other nonprofits](http://imarketsmart.com/stop-swopping-your-donor-lists-with-other-nonprofits/) ### Recommendations from blogs we follow [>> Future Fundraising Now: The amazing facts con -- how it snares fundraisers](http://www.futurefundraisingnow.com/future-fundraising/2015/10/the-amazing-facts-con-how-it-snares-fundraisers.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+FutureFundraisingNow+%28Future+Fundraising+Now%29) [>> Seth Godin's Blog: Non-profits and stories that matter ](http://sethgodin.typepad.com/seths_blog/2015/05/non-profits-and-stories-that-matter.html)   ## LIKE THIS POST? 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