The New Art and Science of Keeping Your Donors for Life
by Roger M. Craver, 171 pp.
There are eight main reasons why donors stop supporting organizations.
Do you know them?
You will after reading Retention Fundraising: The New Art and Science of Keeping Your Donors for Life.
For three years, pioneering fundraiser Roger Craver immersed himself in a study of nonprofits in the U.S. and the U.K. His singular aim was to uncover why donors quit an organization and what can be done to make them stay.
Some quick figures show why Craver’s book on donor retention is timely:
- If yours is a typical organization, you have a 60 to 70 percent chance of obtaining an additional gift from an existing donor.
- You have a 20 to 40 percent chance of obtaining an additional gift from a recently lapsed donor.
- But you have less than a 2 percent chance of obtaining a gift from a prospect.
That bears repeating:
The average organization has less than a 2 percent chance of securing a gift from a prospect.
So one thing is glaringly obvious. The bulk of an organization’s fundraising expenditures should be aimed at strengthening relationships with existing donors, not in acquiring new givers (though there’s still a role for that, of course).
Through painstaking research, Craver has singled out the exact ways an organization can deepen donor commitment.
There are, he learned, seven key “drivers” that matter most to donors.
These “drivers” – ranging from meaningful appreciation to opportunities for authentic involvement - have a direct cause-and-effect relationship. Move your donors from low to high commitment, and their giving will increase dramatically.
Best of all, responding to what your donors want isn’t costly, as Craver shows in real-life examples.
There’s gold in your current donors waiting to be mined. And in Retention Fundraising, Roger Craver has drawn a detailed map to those riches.
Make retaining donors easier for yourself. Buy this book today.
About the Author
The Wall Street Journal described him as “an assassin of all things right-wing.” The American Association of Political Consultants placed him in their Hall of Fame, and the Direct Marketing Association gave him their Lifetime Achievement Award.
Roger Craver is, in fact, a disruptor and challenger of the status quo. A pioneer in direct response fundraising in the 60’s, telemarketing in the ’70s, online information services in the ’80s, multi-channel fundraising and communication in the ’90s, and donor-designed strategies today, he brings an experienced and critical eye to the greatest problem faced by today’s nonprofits: donor retention.
Roger helped launch some of the household names in the nonprofit advocacy sector: Common Cause, Greenpeace, the National Organization for Women, World Wildlife Fund, Habitat for Humanity, and Amnesty International. He helped revitalize and grow older organizations—the ACLU, the NAACP, Sierra Club, Wilderness Society, League of Women Voters, Heifer Project International, and Planned Parenthood.
Roger has conducted capital and annual fundraising campaigns, advocacy and membership drives in the U.S., Canada and throughout Europe.
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