A Major Plus for Major Gifts
Reach existing donors
Beyond sourcing potential major-donor targets, eCRM also is an effective method for supporting cultivation of relationships with existing constituents. Many major-gift-centric fundraising organizations arrange regular fundraising events such as galas attended by hundreds of people. Often, attendees fit the profile of good major-gift prospects, but it’s rare for an organization to systematically follow up with all of them. Major-gift officers generally only have the capacity to develop about 50 relationships at a time.
An organization with hundreds of potential major-gift prospects can use an eCRM approach to cultivate people en masse and “bubble up” the best targets for attention by major-gift officers. Through personalized e-mail marketing and Web site communications, a nonprofit can engage prospects, learn about their interests and use that information to entice them to learn more about and get involved with the organization. A nonprofit also can use this approach to steward relationships with existing donors and sustain regular contact with them after they make a contribution.
Through eCRM, it’s possible to track a constituent’s activities and interests, e.g., e-mails opened, articles read or fundraising appeals prompting responses. This information is valuable because an organization can use it to personalize online communications and provide talking points for major-gift officers.
Vinay Bhagat is founder, chairman and chief strategy officer at Convio.