There is an undeniable truth that the most successful fundraising organizations have always followed - it’s easier and cheaper to keep current  donors than it is to get new ones. This age-old idea of donor retention is built on a simple principle: acquiring new donors is expensive and difficult. Today, we especially need to retain our donors. No one could have predicted the unprecedented impact COVID-19 has had, not only on how nonprofits fundraise but on our everyday lives. This is a precarious time. We need to listen to our best donors and prospective donors, and image ourselves in their situation. We need to hold on loosely, but don't let go to our donors.