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Blackbaud in the News: A Loyal Donor is a Retained Donor

Posted: Nov 11, 2008 by Melanie Mathos | with 63 comment(s)
Filed under: , , ,
By Melissa Busch, associate senior editor, FundRaising Success

Donor retention boils down to loyalty.

"If you have a loyal constituent, you are able to retain them," Blackbaud enterprise solutions engineer Samantha Cohen said at a Blackbaud Delivers event about donor retention held last week in Philadelphia.

"A donor will talk about a hospital, a symphony, an animal-rescue organization that they support. A loyal donor will talk about my hospital, my symphony or my animal-rescue mission," she said. "That my is a shift to loyalty. They are emotionally invested in that institution."

Every nonprofit should be striving for loyal donors, Cohen said. Organizations can achieve this by building relationships with donors and showing them the benefits of their contributions. A good start is to understand the difference between retention and loyalty.

Read the article here.


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