Summarizing 20 years of research on donor loyalty, this session will identify the three major reasons people quit giving and practical steps nonprofits can take to retain givers. It also will look at key loyalty metrics such as donor lifetime value, and will examine the difference even small improvements in loyalty can make to the value of your fundraising database. Numerous examples of successful retention will be drawn from both the for-profit and not-for-profit domains. By the end of the session participants will be able to:

• Describe what difference small improvements in loyalty can make to the value of a fundraising database.
• Describe the three key drivers of loyalty
• Define and measure service quality in their own organization
• Develop and implement  a donor-retention plan
• Monitor and evaluate their organization's approach to building donor loyalty.

This event is co-sponsored by NCGives.