Nonprofits Shift Focus From Chasing New Donors to Building Loyalty

Medical Center Gets Repeat Donations by Sending Anniversary Cards 1

Loma Linda University Health sends its supporters a card one year after their first gift to remind them to donate again.

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close Medical Center Gets Repeat Donations by Sending Anniversary Cards 1

Loma Linda University Health sends its supporters a card one year after their first gift to remind them to donate again.

Attracting new donors often gets all the attention in the nonprofit world, but an increasing number of organizations have begun taking aggressive steps to do all they can to make sure donors keep giving after the first time.

“Smarter organizations are finally looking at their files and asking, How do we keep people loyal? How do we reduce churn?” says Adrian Sargeant, a visiting professor at Indiana University who studies fundraising.

Charities are doing more to