8. Fidelization – Keeping Active Donors and Renewing Lapsed 2002 2003 2004 2005 2006 2007 Donors 7000 3903 5103 6303 7503 8703 Assumptions - no acq in 2002, then add 2400 per year and lose 1200 per year Average Gift $35 $55 $55 $55 $55 $55 Ave gift increases due to targeted ask levels Response Rate 15% 20% 20% 20% 20% 20% Increase due to more personalised approach Mailings 8 8 8 8 8 8 4 x newsletter and 4 x appeals Donations 8400 6245 8165 10085 12005 13925 Income $294.000 $343.477 $449.077 $554.677 $660.277 $765.877