Tiny Essentials of Donor Loyalty
A concise, practical guide to what every fundraiser needs to know about building and sustaining donor loyalty, distilled into 73 pages by the world’s leading authority on the subject.
Part of White Lion Press’s popular Tiny Essentials series, this compact volume by Professor Adrian Sargeant addresses what he describes as the single biggest challenge facing the fundraising sector: donor loyalty. Not many businesses could survive losing a third of new customers in their first year, yet poor first-year retention is commonplace across the nonprofit sector — and most organisations invest relatively little in addressing it.
In characteristic style, Sargeant distils the key findings from his extensive research into donor retention and lifetime value into a short, accessible and action-oriented read. The book tackles what loyal donors are actually worth, how to identify and develop them, what the common pitfalls are, and how to maximise every opportunity to deepen donor commitment over time. It includes practical, actionable tasks to help fundraisers assess their programme and improve their donor relationships.
At 73 pages, this is a book that can be read in a single sitting, but its implications for fundraising income over the long term are anything but small. A useful companion volume to Sargeant and Jay’s more comprehensive Building Donor Loyalty (Jossey-Bass, 2004).
About Adrian Sargeant
Adrian Sargeant is co-director and professor of fundraising at the Institute for Sustainable Philanthropy. He is the world’s most cited scholar in fundraising research and one of the most influential figures in the sector globally.
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