A Loyal Donor is a Retained Donor

Donor retention boils down to loyalty.

“If you have a loyal constituent, you are able to retain them,” Blackbaud enterprise solutions engineer Samantha Cohen said at a Blackbaud Delivers event about donor retention held last week in Philadelphia.

“A donor will talk about a hospital, a symphony, an animal-rescue organization that they support. A loyal donor will talk about my hospital, my symphony or my animal-rescue mission,” she said. “That my is a shift to loyalty. They are emotionally invested in that institution.”