Chapter 7: The Third Relationship—With Your Constituents: Nurturing Relationships to Build Loyalty
1. G. T. (Buck) Smith developed this concept—first used in higher education—to measure the progress of major gift fundraising. Staff and volunteers execute a series of initiatives (called “moves”) to build relationships with donors.
2. All the rage, seemingly everywhere—with software programs for support.
3. Carnegie, 1930s self-help guru, was an author and lecturer. He developed famous courses on self-improvement, salesmanship, public speaking, and interpersonal skills. His book How to Win Friends and Influence People, published in 1936, was a huge best seller and is still popular today.
4. Visit http://trustedadvisor.com.
5. Start with Adrian Sargeant’s seminal research. My favorite is Building Donor Loyalty: The Fundraiser’s Guide to Increasing Lifetime Value. Read more in Fundraising Principles and Practice. Follow the increasing amount of research about donors available through various sources. And for a specific example, see the donor/member survey of the Audubon Society of Rhode Island, posted on this book’s website and printed in Keep Your Donors.
6. See Adrian Sargeant’s research in Building Donor Loyalty and the data reported in Fundraising Principles and Practice, by Sargeant, Shang, and Associates.
7. See the Donor-Centric Pledge in Keep Your Donors and posted at www.simonejoyaux.com.
9. Ken Burnett, ...