Renewal An analysis of the fund raising programs in which I was involved indicated that major donors had a relationship with the organization that extended over time. Once they became interested in what we were doing, and made that first gift, they were inclined to give again. In business parlance, our best customers are our repeat customers. One example is the buyer satisfaction survey conducted by automobile manufactures. They have found that if you are content with your current make and model, you will be more inclined to purchase your next car from the same manufacturer.
Customer loyalty is an important issue to most businesses.
Most likely it is import to you too. To earn a donor's repeat generosity, you must first do an outstanding job of service delivery. If your charitable activity falters or deviates from your mission, a donor will question your capacity to do the work you have set out to do, and may consider contributing to a more effective organization, or one whose actions are consistent with their mission statement. Secondly, you must continue to build your relationship with the donor. That is why Stewardship is so important.