It’s a very difficult decision. A good caseload donor has been contributing regularly and then stops. And you’re faced with the reality that, if you’re going to deliver economic value to your organization, you must take that donor off your caseload and find another donor who will contribute economic value.
This isn’t easy, we know.
If you’ve adopted the philosophy of being donor-focused and fulfilling the donor’s passions and interests, it almost seems abusive and selfish to take them off your caseload. But you must. Why?
Because your other responsibility is to deliver net revenue to the organization you work for. And every donor on your caseload must deliver net revenue. You cannot have some donors on your caseload delivering net revenue while others don’t. Every donor must do it. That’s your responsibility and commitment to the organization you work for.
In case you don’t know how to calculate net revenue per donor, take a look at this blog for the details.
There are two exceptions to this rule:
- If your caseload donor has a temporary circumstance which is causing a revenue contribution change. In that case, we suggest continuing to hold the donor on your caseload, informing them about what their past giving has accomplished and how it has made a difference – and adjusting your asks to the reality of their situation.
- If you’re a planned giving officer (PGO) and your donor is low on current giving but has named your organization in their will. In this case you must have a system in place to continue to steward the donor, giving them information on how their involvement with the organization continues to make a difference on the planet. One important point here: this donor should NOT be on a major gift caseload. There should be a separate system and process for stewarding these donors.
All of this requires immediate and authentic conversations with the donor so that you’re aware of what’s going on and can adjust your communication and contact strategy accordingly.
Jeff and I and our colleagues know that all of this isn’t easy. You’ve developed some wonderful, deep and meaningful relationships. And it’s difficult now to move on. But you can do it. And it’s the right thing to do.