Building Donor Loyalty: The Fundraiser’s Guide to Increasing Lifetime Value Adrian Sargeant and Elaine Jay (San Francisco: Jossey-Bass Publishers, 2004) You would have been shocked. My firm had been retained by a national health organization to help determine how to promote legacy giving among some of its hundreds of thousands of direct mail donors. We had agreed to begin the process by simply asking donors to share their feelings about the organization, its fundraising practices, and… Building Donor Loyalty: The Fundraiser’s Guide to Increasing Lifetime Value Adrian Sargeant and Elaine Jay (San Francisco: Jossey-Bass Publishers, 2004) You would have been shocked. My firm had been retained by a national health organization to help determine how to promote legacy giving among some of its hundreds of thousands of direct mail donors. We had agreed to begin the process by simply asking donors to share their feelings about the organization, its fundraising practices, and…

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