Adrian Sargent et al.: Donor Loyalty

Volume 6 of the "Beautiful Foundation Philanthropy Series," titled *Donor Loyalty*. Adrian Sargent, a professor at Indiana University's Center for Philanthropy and an authority on nonprofit marketing, draws upon theoretical research and practical experience to reveal how donors select the organizations they support and what causes them to form an attachment to their chosen institutions. The book analyzes the psychological factors of giving behavior and examines, through case studies, the establishment of donor databases and methods of recognition and reward tailored to donor characteristics. Furthermore, it explores various practical measures to enhance donor loyalty toward nonprofit organizations and establishes strategies for donor retention plans, including the organization's purpose, SWOT analysis, budget, and schedule.

Korean title: 기부자 로열티

Korean author: 애드리언 사전트 외

Korean publisher: 나남

ISBN-13: 9788930086004