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

by Adrian Sargeant, Elaine Jay

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.

Genres: Business, Nonfiction

208 pages, Hardcover

First published September 13, 2004

Reviews

[Jennifer Dziak · Rating 5 out of 5]

I'm surprised at the lower reviews. I thought this book was informative and entertaining. I read it cover to cover in less than a day! Though, not because it's slim- it was still probably 6-8 hours of reading time. I just couldn't put it down! Everything from evaluation and measurement to understanding the psychology of donors, this book is a must-have for Donor Relations departments.

[Leeann · Rating 3 out of 5]

This is a book of research which provides some guidance on "how to" regarding surveys, segmentation, and retention planning. Not the easiest read, as it's very "dry" and "research-speak," but does have several points of insight that are worth noting. A good resource for survey questions and survey structure.

[Lynn Cansler · Rating 4 out of 5]

Some very good insight for fundraising.

[Scott · Rating 3 out of 5]

Some good stuff in here, good for review for development professionals. A couple really interesting metrics for lifetime value of the donors.