By Adrian Sargeant

Construction Donor Loyalty is a hands-on advisor written for pro fundraisers that outlines the standards that force donor retention, explains find out how to preserve donors dedicated to a company, and provides feedback for constructing donor price through the years. it really is in response to information drawn from a learn application which incorporated greater than 20,000 nonprofit corporations and used to be funded by way of the Aspen beginning and the Indiana Fund in the course of the heart on Philanthropy at Indiana collage. construction Donor Loyalty features a number of illustrative case experiences that reveal the ability of powerful donor retention thoughts and obviously explains all the elements that may construct donor retention. It comprises instruments and methods that experience confirmed winning whilst growing to be long term relationships with donors and gives useful recommendation for fundraisers who are looking to combine this information into their very own pondering, making plans, and perform.

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They ultimately begin to give for these reasons rather than because they merely find the campaign materials attractive. This is a much more sustainable pattern of giving. Recognizing Donor Motivation As we shall see in Chapter Three, donors are motivated to give to nonprofits for a variety of reasons. One of the keys to successful retention is to recognize that this is the case and to reflect this motivation in the manner in which subsequent solicitations are made. Cancer-research donors, for example, may be motivated to give because they are themselves living with cancer or have a friend or a relative who is in this situation.

First, they must adjust their expectations. Giving of this type may take place only when the rewards are offered and will cease immediately thereafter. Second, fundraisers must distinguish between donors who are motivated by “selfish” concerns and those who are motivated by their concern for the beneficiary group. Fundraisers need to understand the difference between extrinsic and intrinsic rewards. Extrinsic rewards build loyalty to the reward, whereas intrinsic rewards build loyalty to the cause.

Further examination of the data set indicated that those who describe themselves as “very satisfied” are twice as likely to make a further donation (to remain active) as are those who are merely satisfied. We return to this issue in detail in Chapter Nine. We also explored donor perceptions of the quality of the recognition and feedback they received from the organizations they were supporting. 2. OVERALL INDIVIDUAL DONOR SATISFACTION. 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.

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