Table Of Contents
PART 1: What Is Retention, and Why Is It Important?
1 Time for Change
2 Why the CFO Will Love You
3 Losing Donors Through the Leaky Bucket
4 Why Donors Leave
PART 2: Setting the Stage for Improved Retention
5 Confessions of a Fundraiser: Why I Changed
6 Thinking Differently to Improve Retention
7 Understanding Relationships
8 Eliminating Guesswork by Redefining Loyalty
9 Barriers to Retention
PART 3: The New Methodology and How to Increase Retention
10 Why Is Donor Attitude So Important?
11 What Experiences Really Matter to the Best Donors?
12 Identifying the Most Committed Donors
13 Putting the Survey Results to Work
14 Plan Your Retention Changes
PART 4: What to Do: Best Practices
15 Identifying Donor Experiences That Drive Commitment
16 The 7 Key Drivers of Donor Commitment
17 Best Practices for Delivering on Key Drivers for What to Communicate
18 Best Practices for Delivering on Key Drivers for How to Communicate
19 Easy Retention Wins for Everyone
PART 5: Do the Math
20 What’s Your Retention Rate and Why It Matters
21 Lifetime Value: The Ultimate Metric
22 How Do Lifetime Value and Retention Connect?
PART 6: Donor Retention Made Easy and Final Thoughts
23 Cliff Notes for Retention
24 Final Thoughts