Growing Donor Files: It's Time for a New Approach

Imagine if the restaurant industry had only one type of restaurant (think diner targeting septuagenarians). Yeah, maybe there are some special booths with nicer cushions for “regulars” (monthly donors), and the chef comes out to visit the big-time patrons (major donors) now and then. But for most, there’s generally just one type of diner — and it’s catering to a generation that’s slowly passing on.