Audio Conference:
Leading Up: Achieving Donor Loyalty

Tuesday, May 9, 2006
10 - 11:30 a.m.
The Wellness Community - Orange County
540 N. Golden Circle Drive, #315
Santa Ana, CA 92705

In this session we will explore the sources of donor commitment and loyalty to nonprofit organizations. We will draw on scholarship from the best of professional practice in both the nonprofit and commercial sectors. Additionally, we will review the results of a series of extensive surveys of individual donors who contributed to a wide variety of nonprofits. The session will explore what drives donor loyalty and will offer a series of
very practical recommendations for participants to adopt in fostering donor retention in their own organizations.

Target Audience:

Mid to Advanced Level

Learning Objectives:

Participants will be able to:

• Describe the key reasons why donors stop contributing
• Audit their own professional practice and identify areas where changes to strategy could improve donor loyalty
• Implement changes to fundraising strategy intended to build donor loyalty to their organization

About the Presenter:

Adrian Sargeant is professor of nonprofit marketing and fundraising at Bristol Business School in the U.K. He is also adjunct professor of philanthropy at the Indiana University Center on Philanthropy. Professor Sargeant is the author of Fundraising Management and Marketing Management for Nonprofit Organizations published by Routledge and the Oxford University Press, respectively. He is also the author of Building Donor Loyalty,
published by Jossey Bass. Professor Sargeant is recognized as one of the world's leading authorities on donor behavior and donor loyalty and has written over 200 journal articles and papers on these topics in the past 10
years.

**Participation in a live session or use of an audiotape of the program qualifies for 1.5 points toward CFRE continuing education requirements.**