It's the million dollar question: What drives donor loyalty?
The topic of donor loyalty has been studied by numerous academics and consultants for many years. In his book Retention Fundraising: The New Art and Science of Keeping Your Donors for Life, Roger Craver published the results of a fascinating survey.
Craver had 250 nonprofits poll their current donors with the hopes of finding out why they had remained so loyal. Each donor was given a list of 32 reasons why they might keep donating to the organization, and they were asked to rank them by order of importance.
Let's take a look at some of Craver's findings.