Preface.

The Authors.

1. Why Does Loyalty Matter?

2. Driving Donor Loyalty.

3. Understanding Giving Behavior.

4. Advancing the Relationship Revolution.

5. Researching What Donors Want.

6. Using Donor Segmentation to Enhance Loyalty.

7. Growing Monthly Giving.

8. Building Effective Fundraising Products.

9. Managing Service Quality.

10. Recognizing and Rewarding Donors.

11. Using Lifetime Value to Inform Retention Strategy.

12. Planning for Retention.

Conclusion: A Call to Action.

References.

Index.