Retention Fundraising: The New Art and Science of Keeping Donors for Life

by Roger M. Craver


For three years, Roger Craver immersed himself in a study of nonprofits in the U.S. and the U.K. His singular aim was to uncover why donors quit an organization and what can be done to make them stay.

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  • Turn your leaking bucket of donors into a watertight container of engaged lifetime donors.
  • Apply Craver’s framework so you can focus on donor growth rather than donor replacement.
  • Discover what retention barriers exist in most organizations and how to overcome them.
  • Identify which experiences genuinely engage donors and learn how to communicate them.


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About the Author

Roger M. Craver is a disruptor and challenger of the status quo. A pioneer in direct response fundraising in the 60’s, telemarketing in the ’70s, online information services in the ’80s, multi-channel fundraising and communication in the ’90s, and donor-designed strategies today, he brings an experienced and critical eye to the greatest problem faced by today’s nonprofits: donor retention. He now edits the daily Agitator blog ( and is working on three specialized applied research and analytics firms that provide high quality, automated, inexpensive tools and processes designed to boost donor retention and net income: DonorTrends, DonorVoice and TrueGivers. Craver helped launch some of the household names in the nonprofit advocacy sector, such as Greenpeace, and helped revitalize and grow older organizations, such as the ACLU. He has conducted capital and annual fundraising campaigns, advocacy and membership drives in the U.S., Canada and throughout Europe. See more at and see his blog at

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