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Here’s how…
The organization was growing on average, 10% year over year. But when we looked into their donor file, we found that over 4 years they had lost 3.8 million in value attrition.
That's $3.8 million that never showed up in a report. Overall revenue was going up, so on paper everything looked fine. But new donors were masking what was really happening: loyal donors were quietly giving less every year.
Next, we ran a pipeline analysis. It showed exactly where donors were getting stuck and how few major donors the organization actually had compared to its large base of smaller donors.
Then we built a five-year revenue projection. If nothing changed, the organization was on track to grow from $10.4 million to about $18.7 million.
With a disciplined mid and major gift program in place, we projected they could reach $39.5 million, an additional $46 million over five years.
Here's the best part. They didn't just hit those numbers. They blew past them. By the end of year three, the organization had grown from $10.4 million to $75 million in revenue.
What is your donor file hiding?
Watch the video to see how a donor file assessment uncovered millions in hidden value attrition and helped this organization build a program that outperformed every projection.
In our free donor assessment we'll show you:
- How much value you've lost to donor attrition. We look at the donors who gave $1,000 or more in a given year and track what those same donors gave in the years that followed, so you can see what your bottom-line numbers might be hiding.
- Where donors are getting stuck in your pipeline. Our pipeline analysis identifies the "clogs" keeping donors from moving up to higher levels of giving, and shows how many mid-level and major donors you really have.
- A 5-year revenue projection. We compare where your revenue is headed if nothing changes with where it could be with a disciplined mid-level and major gift program.
- Staffing recommendations. We'll show how many major gift officers (MGOs) and mid-level officers (MLOs) your data supports hiring.
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For nonprofits, every dollar counts, especially now, as grants and federal funding sources are drying up. Growth on paper can mask real losses underneath. Let us help you find the revenue hiding in your donor file so you can put it to work for your mission today.
"Your report showing our donor value attrition was the most valuable assessment I have seen from any of our past consultants. You are just great! Thank you for your work. Wherever I go, you guys come with me."
- Raul Hernandez, Director Comprehensive Fundraising Campaign, World Renew
Apply for your FREE donor assessment
Start your donor assessment or book a call with a Veritus team member.
If you have at least 500 donors who have given $1,000 or more cumulatively in any of the past four years, you automatically qualify for this assessment.
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Here’s how nonprofits lose thousands in revenue each year
You may be losing more major gifts than you thought
Having conducted scores of these donor assessments over the years, we find a disturbing pattern…
While donor income may go up year-over-year, many donors give less (or go away) after their first year. In Scenario 1, you see income from all major donors. In Scenario 2, you see only the income from donors who gave in Year 1. The addition of new donors in Year 2 covered up a serious problem with donor retention.
Veritus Group provides a free, no-obligation analysis that uncovers this pattern that often goes unnoticed.
Veritus Group’s unique Donor Assessment will show you—at no cost—if donor attrition is a problem in your organization’s donor file. Most organizations don’t even realize it’s happening to them!
How it works
Step 1: Export your Donor Data (20 Minutes).
Pull a CSV or Excel file from your database with key donor information—no names, emails, or phone numbers needed.
Include:
- Donor ID
- Donor type
- Zip code
- Lifetime giving total
- Giving totals (2022–2026)
- Number of lifetime gifts
- Fundraiser assignments (if available)
- Capacity ratings (if available)
Step 2: Complete Discovery Document (15 minutes)
Answer a few questions about your organization, fundraising team, and goals. This helps us tailor your assessment and understand your context.
Topics covered:
- Organization overview
- Fundraising structure
- Staff and capacity
- Key priorities
- Donor segments
- Current challenges
Step 3: Secure Upload
Upload your files to our secure, password-protected Dropbox. We handle everything from here and get your assessment started.
Security:
- HTTPS-encrypted upload
- Password-protected files
- No personal data stored
- Confidential handling
Frequently Asked Questions
- Value and donor attrition, showing where and how often donors are leaving unnoticed because new money is covering up the attrition. You’ll see:
- Year-over-year value attrition
- Year-over-year donor attrition
- Period value attrition
- Period donor attrition.
- The donor pipeline: identifying “clogs” where donors are not moving up.
- Trends in giving where donors are giving the same YOY gifts, even though they have tremendous capacity.
- A five-year revenue projection based on our findings showing the current trend versus what the donors are capable of when they receive increased relationship-building and management.
- Quantifies hidden revenue loss (value attrition)
- Separates real growth from growth masked by new donors
- Identifies specific donor risks and opportunities
- Reveals pipeline clogs, especially at mid-level
- Connects stewardship failures to financial impact
- Justifies strategic investment and staffing