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.