Lunch 'n' Learn: Building donor loyalty - The next great fundraising challenge April 23, 2009

Summarizing 20 years of research on donor loyalty, this session will identify the three major reasons people quit giving and practical steps nonprofits can take to retain givers. It also will look at key loyalty metrics such as donor lifetime value, and will examine the difference even small improvements in loyalty can make to the value of your fundraising database. Numerous examples of successful retention will be drawn from both the for-profit and not-for-profit domains. By the end of the session participants will be able to:

* Describe what difference small improvements in loyalty can make to the value of a fundraising database.
* Describe the three key drivers of loyalty
* Define and measure service quality in their own organization
* Develop and implement a donor-retention plan
* Monitor and evaluate their organization’s approach to building donor loyalty.

Presented by Adrian Sargeant, Robert F. Hartsook Professor of fundraising at the Center on Philanthropy, Indiana University. He is also Professor of Nonprofit Marketing and Fundraising at Bristol Business School in the United Kingdom and an Adjunct Professor of Philanthropy at the Centre for Philanthropy and Nonprofit Studies, Queensland University of Technology, Brisbane, Australia. He is the editor of the International Journal of Nonprofit and Voluntary Sector Marketing and the author of ‘Fundraising Management’ and ‘Marketing Management for Nonprofit Organizations’ published by Routledge and the Oxford University Press, respectively.

Official Website: http://www.philanthropyjournal.org/pjevents