WEBVTT

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Before you report 55 percent retention,

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check who you subtracted.

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Last year, 100 people gave.

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This year, 75 gave,

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and 20 of them were giving

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for the first time ever.

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Seventy-five minus twenty is fifty-five,

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so the shortcut says 55 percent.

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But 10 of those people

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gave in an earlier year,

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skipped last year and returned.

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They were never on last year's list,

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so they can't count as retained.

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Match last year's donor IDs

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against this year's,

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and 45 gave in both years.

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Retention is 45 percent.

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Report the 10 returning donors

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as a result of their own.

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That leaves 55

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of last year's donors

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with no gift this year.

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Before any lapsed-donor letter,

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check each record

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for a failed card, a changed ID,

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a giving schedule

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or a request for no contact.