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Supporter lifecycle management

2019 Bursary

Equity-driven communications

Shifting from supporter retention to supporter loyalty

Every good fundraising professional knows that raising funds isn’t just about closing a one-time donation. There are some amazing donor journeys that help build mutually beneficial relationships with supporters that equate to higher lifetime values – in other words, we need to ensure that our supporters are going to stick around for a while so we can help our organisations grow a pool of predictable unrestricted funds.

This workshop will show you how to do this by paying attention to the supporter lifecycle journey and analysing every crucial step of it. This will allow you to better prepare your solicitation, ask, and supporter care teams to turn one-time supporters into long-term loyal supporters.

Engagement and communication using multi-channel efforts remain key elements of this exercise. With everything at our disposal today, it would be rudimentary to attempt to optimise just one means of communication. This is not about us, it’s about them! This becomes the basic framework on which all aspects of the supporter lifecycle will rest: continuous engagement. The final goal post has shifted from supporter retention to supporter loyalty, where the supporter becomes the advocate of the work we do.

 

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