By Adrian Sargeant

ISBN-10: 078796834X

ISBN-13: 9780787968342

Development Donor Loyalty is a hands-on advisor written for pro fundraisers that outlines the standards that force donor retention, explains the right way to preserve donors devoted to a firm, and provides feedback for constructing donor worth over the years. it truly is in line with info drawn from a learn application which incorporated greater than 20,000 nonprofit corporations and was once funded by means of the Aspen beginning and the Indiana Fund throughout the heart on Philanthropy at Indiana college. development Donor Loyalty incorporates a number of illustrative case reports that display the ability of powerful donor retention techniques and obviously explains all the elements which could construct donor retention. It contains instruments and strategies that experience confirmed winning whilst growing to be long term relationships with donors and provides useful recommendation for fundraisers who are looking to combine this data into their very own pondering, making plans, and perform.

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

Sample text

Finally, in this part of our study, we examined the perceived benefits that a donor receives as a consequence of giving. In essence we wanted to know whether lapsed donors are more or less likely to seek benefits in return for their contributions. Our results indicated that lapsed donors are significantly more likely than currently active supporters to have been seeking some personal benefit or reward for their giving. Thus, individuals who are giving because they desire access to facilities, research, or communications are likely to lapse.

Third, fundraisers can increase the degree of personalization in communications. The most effective fundraising letters are hand-written and signed personally. It is often not practical to write such letters any longer, even to higher-value donors, but personalization can be improved. For example, donors are now routinely written to by name, but, to stand out from the crowd, fundraisers can also refer to the interests of donors, the amount they have given, or the difference their gift has made.

Other work, by Brehm (1966), suggests that individuals have what they like to regard as behavioral and attitudinal freedoms. In effect they see themselves as being free to donate or not. A hard-hitting campaign can thus fail because it may threaten donors’ ability to choose to spend their money elsewhere. A picture of an aided beneficiary can, in fact, be more effective than a picture of a suffering potential beneficiary because donors then feel they have the freedom not to give and are much more likely to give as a result (Bendapudi and Singh, 1996).

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


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