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Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value

Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value

Adrian Sargeant, Elaine Jay

ISBN: 978-1-118-08586-8

Feb 2011

224 pages

In Stock



Building Donor Loyalty is a hands-on guide written for professional fundraisers that outlines the factors that drive donor retention, explains how to keep donors committed to an organization, and offers suggestions for developing donor value over time. It is based on data drawn from a research program which included more than 20,000 nonprofit organizations and was funded by the Aspen Foundation and the Indiana Fund through the Center on Philanthropy at Indiana University. Building Donor Loyalty contains a variety of illustrative case studies that demonstrate the power of effective donor retention strategies and clearly explains each of the factors that can build donor retention. It includes tools and techniques that have proven successful when growing long-term relationships with donors and offers practical advice for fundraisers who want to integrate this knowledge into their own thinking, planning, and practice.
Tables, Figures, and Exhibits.


The Authors.

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.