# Why holding on to loyal donors is not the right advice for every nonprofit

- Source: Phys.org - latest science and technology news stories
- Published: 2026-11-11T21:20:01+00:00
- Category: Science
- Original: https://phys.org/news/2026-11-loyal-donors-advice-nonprofit.html
- Canonical: https://groundlevelnews.com/story/why-holding-on-to-loyal-donors-is-not-the-right-advice-for-every-nonpr-3c16dd/

As humanitarian funding shrinks, conventional fundraising wisdom says to hold on to loyal donors. But new research shows that the value of a donor depends on how a nonprofit is set up. For many organizations, winning new donors matters more than keeping loyal ones.

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