Building Donor Loyalty

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.

• Tables, Figures, and Exhibits. Preface.The Authors.1 Why Does Loyalty Matter?2 Driving Donor Loyalty.3 Understanding Giving Behavior.4 Advancing the Relationship Revolution.5 Researching What Donors Want.6 Using Donor Segmentation to Enhance Loyalty.7 Growing Monthly Giving.8 Building Effective Fundraising Products.9 Managing Service Quality.10 Recognizing and Rewarding Donors.11 Using Lifetime Value to Inform Retention Strategy.12 Planning for Retention.Conclusion: A Call to Action.References.Index.