Posted by: taitchison on Friday, July 21, 2006
Topic Expert Opinion
Although many organizations have successfully used the Internet for direct response and special events fundraising, few have tapped its potential for major giving. The question nonprofit professionals should ask is not whether donors will give a major gift online, but whether online marketing and constituent relationship management (eCRM) can support major donor identification and cultivation.
Historically, major gift efforts have primarily sourced donors through two avenues: 1) referrals from other key donors and board members; and 2) direct mail programs. In the referral model, development officers target high net worth individuals and find ways to speak to them via existing relationships. In the direct mail model, donors who give large gifts – by direct mail standards – or who fit certain predictive model factors, such as giving tenure and frequency, are commonly screened and targeted for a major gift.