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Masterclass: Planning to Keep Your Donors

August 6, 2014

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An interactive workshop based on discoveries from AFP’s Fundraising Effectiveness Project

What:   A half day workshop developed by AFP
When:  Wednesday, August 6 from 1:00-5:00 p.m.
Where: San Francisco Conservatory of Music at 50 Oak Street

Certification: 4.0 points of CFRE Credit for initial certification or recertification

Generously sponsored by

Pamela Cook Development Search

How Fit Is Your Organization?” asked the Winter 2014 AFP journal Advancing Philanthropy. This article reported on the sixth year of AFP’s Fundraising Effectiveness Project (FEP) and the Growth in Giving Analytics Initiative. AFP has developed a fun, interactive workshop based on FEP. In it, participants follow a case study and go “hands on” with donor retention tools.

Plan to join us as AFP Golden Gate President Michael Edell and Executive Director Elizabeth Seja Min team up to co-teach the workshop. Four hours of learning and dialogue with peers, laughter guaranteed as part of the mix! Drinks and light snacks provided. Participant workbook and resources included.

Workshop Objectives
Following the AFP Planning to Keep Your Donors Workshop participants will be better able to:

  • Identify effective practices to retain and upgrade your donors to improve fundraising effectiveness
  • Prepare a donor retention plan for your organization
  • Use data from growth-in-giving reports to develop growth-related fundraising strategies

Workshop Content
The AFP Planning to Keep Your Donors Workshop is based on data collected via the Fundraising Effectiveness Project. Its purpose is to show nonprofits the value of tracking overall gains and losses in gifts and donors – then how to use that information to develop cultivation strategies to improve donor retention.
The focus of this workshop is on developing a donor retention plan based on what research indicates really works.

Topics covered include:

  • Why organizations lose donors and money
  • How keeping donors increases fundraising success
  • Determining the effectiveness of fundraising efforts
  • Developing a successful donor retention plan
  • A tool you can use even if you don’t have access to donor software

The workshop curriculum is presented through lecture, a fictional case study based on real data, and the encouragement of participant dialogue.

The AFP Planning to Keep Your Donors Workshop is designed for fundraising professionals at the intermediate to advanced level who have responsibility for donor cultivation. This may include executive directors, vice presidents for development, program managers, and leadership volunteers.

$120 for AFP members and their guests*
$200 for non-members
Seats are limited.

*AFP Golden Gate members can bring up to four guests to 2014 AFP events at the member rate. Members need to list their guests at time of registration and register as a group. Questions? Please contact


Venue Sponsor
San Francisco Conservatory of Music

The next Leading Edge Forums:
Friday, September 12
Wednesday, October 8
Tuesday, November 4

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