Building Donor Loyalty: Just What Do We Know?
Friday, July 15th, 2016
8:15 AM - 9:20 AM: Breakout 5
Reviewing over twenty years of research in the domain of donor retention and loyalty in this session, we'll look at patterns of donor attrition and how across the sector in many countries the pattern has been worsening in recent years. We'll also explore with you the factors that drive loyalty and examine in detail the major drivers of donor satisfaction, commitment and trust. We will explore with you quantitatively the impact of these factors on loyalty and explore the very practical implications for enhancing donor retention. The session will also explore the impact of particular patterns of donor communications, welcome cycles and supporter journeys, drawing together both academic learning and learning from the very best of professional practice from around the globe.
Learning Outcome #1
By attending this session participants will learn:
How to describe what we mean by donor loyalty and why it matters.
Learning Outcome #2
By attending this session participants will learn:
To synthesize and apply the latest research findings in the design of their retention strategy.
Learning Outcome #3
By attending this session participants will learn:
To design communications that are optimized for the purposes of retention and loyalty and fundamentally how to grow levels of loyalty at their organization.