Over time, as the relationship builds, the communication strategy with a major donor migrates or skews toward personal solicitation vs. mail or email.
A matching gift offer really does lift response from the general donor file, and it’s a great offer to present to a few major donors.
Do not make the fatal mistake of making a decision for your donor based on YOUR bias about your direct-response program communication.
A mid-level donor program helps your whole development department to work together for donors – the donors win!
If the major donor team and the direct-response teams are doing their work, there is harmony and consistency between both. They don’t worry about who gets credit for how the revenue comes in, because each department knows they need each other and it’s the organization AND the donor that is important.
Last week I wrote about two words that I think are misused: prospect and annual (as in annual fund). We have had some interesting and thought-provoking comments from our Passionate Giving family, all of which we welcome and appreciate. Now, I am going to talk about the annual fund.