Download Building Donor Loyalty: The Fundraiser's Guide to Increasing by Adrian Sargeant PDF

By Adrian Sargeant

Construction Donor Loyalty is a hands-on consultant written for pro fundraisers that outlines the criteria that force donor retention, explains how you can retain donors devoted to a company, and gives feedback for constructing donor worth over the years. it truly is in line with facts drawn from a examine application which incorporated greater than 20,000 nonprofit companies and used to be funded by means of the Aspen beginning and the Indiana Fund throughout the middle on Philanthropy at Indiana college. development Donor Loyalty includes a number of illustrative case experiences that show the ability of potent donor retention innovations and obviously explains all the elements that may construct donor retention. It comprises instruments and strategies that experience confirmed winning while transforming into long term relationships with donors and provides functional suggestion for fundraisers who are looking to combine this data into their very own pondering, making plans, and perform.

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When the obligation is removed, they quickly return to their previous pattern of giving or nonsupport. No amount of creative fundraising will ever reactivate them. The lesson for fundraising is straightforward. Pressuring donors into giving may yield an immediate return, but the subsequent attrition rate will be high. Worse still, we know that donors who have a bad experience with giving will share that experience with up to seven other people (Sargeant, 2004), and the resulting public perceptions of the organization involved will be negative.

Selection Criteria We have reviewed a variety of donor motives for the support of nonprofits and have noted the impact of a number of campaign variables on the response fundraisers are likely to engender.

C02 7/28/04 8:49 AM Page 12 Y CHAPTER TWO DRIVING DONOR LOYALTY n this chapter we map out the key reasons why donors terminate their support of nonprofits by discussing the results of a major study that we conducted of active and lapsed supporters. The study was funded in the United Kingdom by the Aspen Foundation and in the United States by the Indiana Fund through the Center on Philanthropy at Indiana University. Spanning nearly four years, it is the largest study of donor loyalty ever undertaken.

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