Keeping Major Gifts Up in a Down Economy
5. DON’T FALL VICTIM TO ANALYSIS PARALYSIS. Research is powerful, and data collection is a science. But fundraising will always be an art, as well as an exercise in building personal relationships.
6. AFTER YOU LISTEN, RECORD WHAT YOU’VE HEARD. Future fundraisers must have access to all the information gathered by prospect researchers and major-gifts officers, especially since staff turnover is rampant in the development office. “Did you do your call reports?” should be a standard question in every staff evaluation.
7. TUNE UP YOUR COMMUNICATIONS. When the economy turns down, organizations tend to mail more solicitations. But rather than deluging possible supporters with solicitations, share your current progress and future plans with your prospects via newsletters, Web sites and e-mails. Talk about your efforts to contain costs and become better stewards of the gifts you receive.
Lawrence Henze is managing director of Blackbaud Analytics and can be reached via e-mail at firstname.lastname@example.org. For more information, visit http://www.blackbaud.com.