By Adrian Sargeant
Development Donor Loyalty is a hands-on consultant written for pro fundraisers that outlines the standards that force donor retention, explains the way to retain donors dedicated to a firm, and gives feedback for constructing donor worth over the years. it really is in accordance with facts drawn from a examine software which incorporated greater than 20,000 nonprofit agencies and used to be funded by way of the Aspen starting place and the Indiana Fund throughout the heart on Philanthropy at Indiana collage. development Donor Loyalty incorporates a number of illustrative case stories that exhibit the facility of potent donor retention recommendations and obviously explains all of the elements which may construct donor retention. It comprises instruments and methods that experience confirmed profitable while turning out to be 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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Additional resources for Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value
Further examination of the study data reveals differences between certain categories of lapsed donors. In particular donors who lapsed after only one donation were signiﬁcantly more likely to cite ﬁnancial inability as the primary reason they did not give again. Donors who had been giving for a period of years were signiﬁcantly more likely to lapse because they felt that other organizations were more or equally deserving. Thus, it appears that many donors prefer to continue their support unless or until they encounter a similarly worthy organization.
60 50 40 Percentage of Donors Indicating 30 20 10 0 1 2 3 4 5 Level of Satisfaction Note: 1 = strongly dissatisﬁed; 2 = dissatisﬁed; 3 = neutral; 4 = satisﬁed; 5 = very satisﬁed. that donors are signiﬁcantly more likely to terminate their support if they feel that the recognition they receive is inappropriate or insufﬁcient given the size and nature of their gift. Particularly with major givers, fundraisers need to be careful to match donor expectations to the form of recognition they are able to deliver.
In our experience, minimizing the attrition rates of some groups is problematic. Donors who respond to press ads and television commercials are historically difﬁcult to reactivate following their initial gifts, and it is not unusual to experience attrition rates among this group of upward of 60 percent in the ﬁrst year. Direct-mail donors, by contrast, exhibit higher levels of loyalty, and even though their average gift may be lower than that of DRTV donors, their lifetime value is often higher.
Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value by Adrian Sargeant