ABSTRACT
By the end of this chapter you should be able to:
Outline the latest research on donor development and retention.
Discuss the theory, practice and advantages of relationship fundraising.
Understand how lifetime value, recency/frequency/value models and approaches such as the donor pyramid are used in donor development strategies.
Discuss the optimum use of segmentation in donor development communication programmes.
Isolate those issues that are critical to donor retention such as service quality, feedback and recognition.
