A Loyal Donor is a Retained Donor

According to Cohen, one simple way to promote loyalty is to send a letter of recognition. Another inexpensive way is to draw attention to donors who have given consistently for a number of years. For example, when putting out an e-newsletter that includes a list of donors, Cohen suggested, put the names of those who have given for five or more years in italics — regardless of how much that donor has given each year. Research has shown that 70 percent of all planned gifts come from those who have given less than $1,000 a year, Cohen said, adding, “It’s not just about dollar amounts, it’s about longevity.”