April 07, 2014

Nonprofits Shift Focus From Chasing New Donors to Building Loyalty

Loma Linda University Health sends its supporters a card one year after their first gift to remind them to donate again.

Attracting new donors often gets all the attention in the nonprofit world, but an increasing number of organizations have begun taking aggressive steps to do all they can to make sure donors keep giving after the first time.

“Smarter organizations...

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