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Sargeant, Adrian
Building donor loyalty : the fundraiser's guide to increasing lifetime value / Adrian Sargeant, Elaine Jay
San Francisco : Jossey-Bass, c2004
book jacket
Location Call Number Status
 3rd Floor  HV41.9.U5 S27 2004    AVAILABLE
Subject(s) Fund raising -- United States
Philanthropists -- United States -- Attitudes
Nonprofit organizations -- United States -- Marketing
Physical Description xv, 208 p. : ill. ; 24 cm
Note Includes bibliographical references (p. 199-202) and index
Contents Why does loyalty matter? -- Driving donor loyalty -- Understanding giving behavior -- Advancing the relationship revolution -- Researching what donors want -- Using donor segmentation to enhance loyalty -- Growing monthly giving -- Building effective fundraising products -- Managing service quality -- Recognizing and rewarding donors -- Using lifetime value to inform retention strategy -- Planning for retention -- A call to action
Review "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."--Back cover
Alternate Author Jay, Elaine

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