Helping Your High-dollar Donors to Stand Out
Generating good prospects
Use the concepts of ability, attachment and affinity to generate a list of high-quality prospects. Additional tips include:
- Rank current donors based on their giving capacity.
- Customize appeals based on giving capacity.
- Avoid contacting prospects with low or no giving capacity, thus increasing average gift amounts and return on investment.
Every nonprofit has people who’ll always support it. But to pinpoint the households most likely to make substantial donations requires identifying giving ability, attachment and affinity. Precisely targeting prospects meeting those criteria will result in higher donations with lower campaign costs.
Natalie Bush is senior vice president, strategic relationships, for McLean, Va.-based consumer marketing information company Echelon Marketing Group. Contact: email@example.com. David Lawson is senior vice president of San Diego-based online-solutions provider Kintera’s Prospect Relationship Management product suite and founder of the Prospect Information Network. Contact: firstname.lastname@example.org.