ABSTRACT
As we discussed in the previous chapter, the bulk of the income generated from donors comes through retention and development activity rather than at the point of recruitment. Non-profits tend to have to invest in the acquisition of new supporters. That initial investment is repaid and additional income is generated over time if the donor continues to give. Few would question that existing donors will always be the most cost-effective source of additional donations (Lindahl and Winship 1992). Donor development is thus the main income stream for nonprofits, and as such should be the area in which the highest levels of investment are made.
