Plenary Speaker: Adrian Sargeant

Building Donor Loyalty for your Small Charity

Building donor loyalty doesn’t just happen by accident, there are concrete steps that every small charity can take to enhance the relationship they nurture with their donors. Through his years of research, Sargeant has found the greatest benefit is seen when fundraisers think about how we make our donors feel when we communicate with them. The goal needs to be being respectful and developing relationships. Donations are then more likely to follow.

In Adrian Sargeant’s groundbreaking research, he uncovered 7 key reasons why donors will sometimes stay with a charity for years. Through this research, he’s able to provide practical steps any charity can take to avoid donor attrition and therefore increase their fundraising success.

Join this session to hear Adrian’s insights on the benefits of putting donors at the heart of our organisations.

Adrian Sargeant, PHD, Professor of Fundraising and Director, Plymouth University

Adrian Sargeant is Professor of Fundraising at Plymouth University and the Director of the Hartsook Centre for Sustainable Philanthropy. He is the world’s foremost fundraising academic, formerly holding the Hartsook Chair in Fundraising at the Lilly Family School of Philanthropy at Indiana University. He also holds visiting appointments at Avila University and the Australian Centre for Philanthropy and Non-profit Studies, Queensland University of Technology. He has received many awards for his services to the profession, notably being named to the prestigious Non-Profit Times Power and Influence List in the United States in 2010. In the UK, in the same year he received a Civil Society Award for his Outstanding Contribution to Fundraising.

Adrian is one of the world’s leading authorities on how to achieve growth in philanthropy. He is a prolific author and educator. He has published over ten books and around 150 peer reviewed academic publications in the domain of individual giving, fundraising and non-profit marketing, as well as designing new qualification frameworks for fundraising professional bodies across the world

Adrian Sargeant is considered a world class speaker, regularly delivering plenary presentations in a variety of different international venues. Topics include donor retention/loyalty, philanthropic psychology, bequest giving and digital fundraising

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