Moore to donor retention?

In the article here http://www.afpnet.org/ResourceCenter/ArticleDetail.cfm?ItemNumber=50009, details a small percentage increase overall from 2016 and an improvement in the donor retention rate from 2016, but the retention rate is still hovering around 45%. Retention is one of the hottest topics in fundraising, and it should be.  So what can we do about it? Fundraising success is