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4 Steps For Building Donor Loyalty

Though patience is a virtue, instant gratification still dominates most psyches. This should be kept in mind, as happy donors are generous donors, a philanthropy expert said recently.

Most donors are happiest when presented first with lower-level needs, according to Prof. Adrian Sargeant of the Hartsook Centre for Sustainable Philanthropy at Plymouth University in the United Kingdom. Sargeant addressed participants in the 11th annual Bridge to Integrated Marketing and Fundraising Conference, held in July in National Harbor, Md.

The simple need, easily met by their donation, will drive their satisfaction, he said. He listed the following tips, to be considered when seeking to be “donor-centric,’’ or focused on donor satisfaction:

  • Satisfaction is first driven by lower level needs, then by connection – growth and confidence in the expression of love for others.
  • The higher the level of needs to be met, the more ambiguous and uncertain people feel about judging fulfillment.
  • The more uncertain people feel about making such judgments, the more they will rely on others to help them make such judgments.
  • The more ambiguous people feel about what a fulfilled life means, the more they look to others to help them define it.

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