The ‘New Look’ of Major Giving
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ENCOURAGE LIFELONG DONOR LOYALTY
Focus on renewing and upgrading rather than on acquiring new donors. With life expectancies lengthening, a loyal donor can give for 50, 60 or even 70 more years. But, it requires a shift from being methodology driven to being donor driven. We’ll worry less about conducting annual appeals, special events and capital campaigns and listen more to how and when our donors want to give.
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- Judith E. Nichols
Judith E. Nichols
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