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Retention Fundraising: The New Art and Science of Keeping Your Donors for Life Paperback – September 1, 2014
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About the Author
The Wall Street Journal described him as "an assassin of all things right-wing." The American Association of Political Consultants placed him in their Hall of Fame, and the Direct Marketing Association gave him their Lifetime Achievement Award.
Roger Craver is, in fact, a disruptor and challenger of the status quo. A pioneer in direct response fundraising in the 60's, telemarketing in the '70s, online information services in the '80s, multi-channel fundraising and communication in the '90s, and donor-designed strategies today, he brings an experienced and critical eye to the greatest problem faced by today's nonprofits: donor retention.
Roger, who today edits the daily Agitator, helped launch some of the household names in the nonprofit advocacy sector: Common Cause, Greenpeace, the National Organization for Women, World Wildlife Fund, Habitat for Humanity, and Amnesty International. He helped revitalize and grow older organizations--the ACLU, the NAACP, Sierra Club, Wilderness Society, League of Women Voters, Heifer Project International, and Planned Parenthood.
Roger has conducted capital and annual fundraising campaigns, advocacy and membership drives in the U.S., Canada and throughout Europe.
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Top Customer Reviews
Second example: people don't give because your budget is in trouble, they give because they care about a problem, are persuaded you're doing something to solve it and their giving is part of that solution, again, a political action, not an act of charity.
Final example: if you are building an organization with sustained, long term goals, you need to do more than get people to join, or contribute to a particular event; you need them to stick with you, to support your organization and your program repeatedly over time; in short, you need not just to attract donors, you need to keep them; otherwise, you're just churning, donors in, donors out, little net gain. Water poured into a bucket with holes in its bottom is water lost.
This book, Retention Fundraising, crystallizes and explains in concrete and easy-to-understand language these and many other lessons. For decades, Roger Craver's teachings commanded justifiably significant fees. Now they are available for the modest price of this book, chock full of the accumulated wisdom gathered over a lifetime. No organization CEO or Development Director should be without it.
The negatives: The book is really short and most of it feels like a build up to one or two chapters that come right at the end. I kept waiting for the book to get to the meat of the study it references but it only does a bit. Most of the book is general advice. It's good advice but much of it we already know. We know retention is important, and that is why we are reading the book. I hoped it would have more specifics but they came few and far between. The specifics it does offer are very useful but much of the book is build up or generalities. The Retention Fundraising website is an ad for the book and anything it suggests you find at DonorVoice (the organization that did the big study) is marketing for their fee services.
Think you know what you need to do? It’s more than merely crafting the best thank you letter, more than your welcome kit, more even than that thank you call. Roger knows that “Understanding how donors feel about your organization and what role they want you to play in their lives is the starting point for improving retention rates.”
Retention Fundraising will give you new ways of thinking about how to experience your organization from your donor’s perspective, how to change your metrics and messaging, and how you can eliminate the guesswork in your donor retention program.
You’ll learn scads of easy to implement retention wins, including how to say thank you, figuring out your donor service systems, and one of my favorites: Be boring (read the book to find out why).
Buy this book. And share it with your board and staff.