We're thinking in the wrong direction

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Organizations have been hoovering up data. All of the data for many many years. Ironically, very few leverage the data or know what data has been collected and what they have. How many organizations can say that they have a clear understanding of what channels lead to the longest term engagement? How long do donors typically give to your organization? Do we know when they typically drop off and build a strategy to retain them?

Organizations in this situation need to invest in understanding what data they have. What it means to the organization, what data is actually valuable to collect, maintain, update and retain.