Donor loyalty is important, not the donor being loyal, but you, the organisation.
Often donors feel as they’re simply being treated as an ATM, they feel that organisations aren’t loyal to them.
This article, Keep Your Donors by Building Profitable Relationships That Last; on Nonprofit Quartely is a must read.
There’s some good pointers in it, many I’ve raised before; being donor centric, building relationships and more.
Take some time out and read this now