# Tiny Essentials of Donor Loyalty

- Link: https://fundraising.co.uk/books/tiny-essentials-of-donor-loyalty/
- Published: 2010-04-12T19:17:00+01:00
- Author: Howard Lake

**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.

 * **[Buy Tiny Essentials of Donor Loyalty from Amazon](https://www.amazon.co.uk/gp/product/0955399335?tag=219)**

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](https://fundraising.co.uk/books/building-donor-loyalty-the-fundraisers-guide-to-increasing-lifetime-value/)_(
Jossey-Bass, 2004).

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## **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.