A Loyal Donor is a Retained Donor

Cohen said organizations also need to market their fundraising programs and give donors a chance to “plan their philanthropy.”

Marketing fundraising efforts creates excitement, shares information on programs that donors are supporting and tells a story about those being helped by contributions.

Cohen suggested explaining fundraising efforts in the annual report, outlining all of the programs the organization will need help with throughout the year. This gives donors a chance to determine what programs they want to support, how much they want to give and how often. Knowing what organizations need ahead of time might help donors decide whether they want to give once or a few times throughout the year.