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Building Donor Loyalty: The Fundraiser's Guide to Increasing Lifetime Value 1st Edition

6 customer reviews
ISBN-13: 978-0787968342
ISBN-10: 078796834X
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Editorial Reviews

From the Back Cover

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.

This important resource

  • Shows how to design programs that genuinely reflect donor needs and aspirations
  • Discusses the lessons for loyalty that emerge with monthly giving plans
  • Explores how to develop a relationship fundraising strategy
  • Outlines the common pitfalls to avoid when researching the needs and preferences of donors
  • Explains how demographic, lifestyle, and behavioral variables can be used to structure the approach to an organization’s donors
  • Highlights the role of donor recognition and feedback
  • Includes a step-by-step blueprint for tailoring a plan that will meet the needs of an individual organization

About the Author

Adrian Sargeant is professor of nonprofit marketing at Bristol Business School, University of the West of England, and an adjunct professor of philanthropy at the Indiana University Center on Philanthropy.

Elaine Jay is director of the consultancy firm Sargeant Associates Ltd. She has over fourteen years of experience as a fundraiser working with a number of charities, including the Royal Society for the Prevention of Crulety to Animals, where she was head of individual fundraising for six years.


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Product Details

  • Hardcover: 224 pages
  • Publisher: Jossey-Bass; 1 edition (September 13, 2004)
  • Language: English
  • ISBN-10: 078796834X
  • ISBN-13: 978-0787968342
  • Product Dimensions: 7.3 x 0.9 x 9.6 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #1,842,459 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

12 of 12 people found the following review helpful By Tom Ahern on January 5, 2008
Format: Hardcover
This is a must-read book for serious fundraisers -- and maybe a watershed book for many. Once you've read the well-documented findings in Building Donor Loyalty, you might well view your existing fundraising program with dismay. It turned my thinking inside out.

Poor donor retention is the skeleton in the closet for many, maybe most, fundraising programs. Maybe 70% of first-time donors never make a second gift. There are excellent reasons why new donors aren't especially loyal, as this book reveals with original research.

Charities invest huge amounts of money in their acquisition machines; but almost nothing in keeping those donors once they've been acquired. The waste is incalculable. Not just because of needless overspending on acquisition, but because charities lose the LTV (the lifetime value) of so many donors who might have been retained with a bit more effort.

Raise more money. Read Building Donor Loyalty as soon as possible.
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1 of 1 people found the following review helpful By Campbell Rinker on October 12, 2012
Format: Paperback
I first read Building Donor Loyalty nearly a decade ago. Its lessons are as essential now as they were then. Carefully laying on fact after fact, Adrian and Elaine detail the recipe for successful fundraising in an friendly, common-sensical style. Even now, I see too few non-profits actually measuring their results and shaping their fundraising programs using the simple strategies advocated in this book. A baker follows a formula to bake bread that rises batch after batch. Using the fundraising recipes outlined in Building Donor Loyalty will help any nonprofit raise and sustain giving from its donors in campaign after campaign.
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Format: Paperback Verified Purchase
bought the book because I heard Adrian speak at the official Spanish Fundraising Congres a few years ago, and my expectations were fullfilled.

This is an excellent book! If you love fundraising and you believe that much more attention should be put into donor loyalty, as I do, this book is your bible!

I have transfered many of its teachings to my fundraising students at the Barcelona University.

Moltes gràcies (a big thank you) to the authors!
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