Elevating Donor Loyalty: Strategies for Long-Term Nonprofit Growth

Recent statistics show continued declines across all types of donors from 2022 to 2023 — except those who had given seven or more gifts, which increased. This growth highlights the significance of donor loyalty. In this Go Beyond Fundraising podcast episode, Allegiance Group + Pursuant Chief Strategy Officer Trent Ricker discusses the value of fostering deep, meaningful relationships with donors. He emphasizes quality over quantity and says loyalty to an organization can lead to deep-rooted support that will last regardless of what’s happening in the short term. Trent also explains the difference between transactional and relational fundraising. He urges nonprofit professionals to return to the basics and focus on stewardship, using data and donor preferences as a guide. He even shares how a positive stewardship experience turned a planned gift from his stepfather into family-wide support for a children’s healthcare organization.