Webinar - Building Donor Loyalty: Lessons from Research

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Learn from 25 years of research into donor loyalty, to reduce your donor attrition

About this Event

In the US, organization’s routinely lose 70% of their newly acquired donors during the first year of their ‘relationship’. This session reviews 25 years of research into donor loyalty and offers suggestions for what we might do about that terrible pattern of performance. It will explore donor lifetime value, what drives lifetime value and how best to build longevity in donor relationships. We’ll look at learning from the customer retention context and work conducted specifically in our sector. We’ll review the impact of factors such as donor satisfaction, donor commitment and trust in the sector/organization. We’ll also look at the very practical steps that organizations are taking to build loyalty, and you’ll leave with several new ideas to apply to your own professional practice.

By the end of this webinar, participants will be able to:

1) Explain the difference that small changes in loyalty/retention make to the lifetime value of a fundraising database;

2) Define lifetime value and use it as a tool to reflect on appropriate strategies for donor stewardship;

3) Identify the drivers of donor loyalty and retention;

4) Learn how to measure the factors that drive loyalty and how to evaluate that performance;

5) Critically evaluate your own approach to loyalty and retention; and

6) Design communications specifically to build supporter loyalty.

The session will be led by Professor Adrian Sargeant.

Difficulty Level 1: The concepts explained in this seminar are reasonably straightforward and the studies we refer to use reasonably simple. They should be conceptually and empirically very easy to apply. If you have never tried any of our webinars, we suggest that you might start with this one to get your feet wet and understand our methods.

The lecture will be approximately 60 minutes in duration, plus up to 15 minutes of questions and answers.

You will receive a recording of the webinar afterwards which you will have access to for 30 days.

Other webinars in this series:

Webinar 1: How to Say Thank You?

Webinar 2: Building Donor Loyalty: Lessons from Research

Webinar 3: Introduction to Philanthropic Psychology

Webinar 4: Relationship Fundraising

Webinar 5: Christian Faith and Fundraising

Please see our Eventbrite profile to book the other webinars in this series or to see our other training and development opportunities, including residential masterclasses and online certificate qualifications: http://philanthropy-institute.eventbrite.com/

If you have any questions about this webinar, or any of our other training, please email emma@philanthropy-institute.org.uk, or call +44 (0) 1752 545706.

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