Donor Loyalty Findings, Recommendations

The two gurus also shared the following recommendations for enhancing donor loyalty related to fundraising and cultivation:

Fundraising

• recognize the importance of list selection in acquisition
• put a high priority on generating a second gifts
• understand that not all donors are created equal — establish clear profit/loss per donor (or donor segment) benchmarks
• spend the necessary time in detailed analysis of your renewal/retention programs
• identify and specifically address likely defectors
• monitor the competition

Cultivation