How Loyal are Alumni?

October 13, 2006

In the private sector, "customer engagement" is increasingly the standard by which marketing budgets are determined. A recent Craver Mathis Smith study found that 59% of respondents claim "high loyalty" to the charity they support, but that up to 70% of donors are not as loyal as fundraisers believe. (For more info and links to several white papers see http://www.supportingadvancement.com/vendors/canadian_fundraiser/articles/engagement_budgets.htm )