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Using Donor Lifetime Value to Inform Fundraising Strategy
Author(s) -
Sargeant Adrian
Publication year - 2001
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.12103
Subject(s) - value (mathematics) , business , conceptual framework , public relations , marketing , sociology , political science , computer science , social science , machine learning
The successful quantification in monetary terms of the value of a donor to a voluntary organization can be a valuable aid to the subsequent development of fundraising strategy. Despite the significance of the concept of lifetime value (LTV), however, many nonprofits remain uncertain as to exactly how it might be calculated. This article reviews the contribution that LTV can make to fundraising and provides a conceptual framework within which it might be calculated.