Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value
October 2004, Jossey-Bass
1 Why Does Loyalty Matter?
2 Driving Donor Loyalty.
3 Understanding Giving Behavior.
4 Advancing the Relationship Revolution.
5 Researching What Donors Want.
6 Using Donor Segmentation to Enhance Loyalty.
7 Growing Monthly Giving.
8 Building Effective Fundraising Products.
9 Managing Service Quality.
10 Recognizing and Rewarding Donors.
11 Using Lifetime Value to Inform Retention Strategy.
12 Planning for Retention.
Conclusion: A Call to Action.
Elaine Jay is director of the consultancy firm Sargeant Associates Ltd. She has over fourteen years of experience as a fundraiser working with a number of charities, including the Royal Society for the Prevention of Crulety to Animals, where she was head of individual fundraising for six years.