Adrian Sargeant, Ph.D.
Robert F. Hartsook Professor of Fundraising
Indiana University
Building Donor Loyalty: The Next Big Fundraising Challenge
In this session we
explore the key drivers of donor loyalty and outline concrete ways
in which fundraising programs can be modified to significantly
improve donor loyalty and retention. We will also examine key
loyalty metrics such as donor lifetime value and consider best and
'standard' industry practice in relation to how to use these figures
to our advantage. The
session will draw heavily on academic and practitioner research and
introduce case material from both the commercial and nonprofit
sectors to illustrate how even small improvements in loyalty today
can translate into large improvements in the lifetime value of a
fundraising database tomorrow.
