Ever since the Urban Institute and the Association of Fundraising Professionals created theFundraising Effectiveness Project a few years ago, I have been tracking the results religiously. They provide a near real-time scorecard on what is driving the bulk of charitable giving in our country. The headline of the results is this: Repeat donors matter most. But we are terrible at keeping them. The good news is we could double the fundraising results of most nonprofits by doing a better job keeping our donors. Just imagine what impact such an increase could have on virtually all charity missions!