Tips to Retaining Different Kinds of Donors

“Occasionally the same event invitations, feedback vehicles and special appeals may be sent to major givers and to lower-level donors, but major givers generally receive an enhanced or more highly personalized version of the package,” the authors write (Page 87).

* High-value donors. These typically are donors who have given above the average gift levels but are not considered major givers. Sargeant and Jay recommend a retention program that “educates them about the cause and guides them toward a planned or major gift.” Focus on areas in which they’ve shown an interest, invite them to events, and send them courtesy and feedback mailings.