Major Gifts and Direct Response ... What Do You Do?

A question that Richard and I often get from development directors and MGOs is whether or not caseload donors should get regular direct-response appeals (mail and e-mail) just like the rest of the donor file. Our answer is always: Absolutely. Okay, so I heard a lot of gasps out there. But let me ask a question. Where do you think most donors who are on major-gift caseloads come from? Most major-gift donors come from those first $25 checks that are sent in from either a direct mail or e-appeal campaign.