Carol Gibson, vice president for development at Denver-based National Jewish Medical and Research Center, a hospital that treats patients with respiratory, immune and allergic disorders, says the institution places a high value on mid- and high-level donors. Beyond its annual-fund support, she says NJC views them as excellent prospects for life income gifts and bequests, and some also move into the organization’s major-gifts program.
Having a personal relationship with mid-level donors is important. Two keys that help NJC create that are:
1) Donors at the $100+ level receive a thank-you call from a fundraiser. According to Gibson, those calls often develop into a dialogue that allows the fundraiser to gain pertinent information that helps the organization establish a Moves Management plan for the donor.
2) Mid-level donors also are invited to donor-appreciation luncheons and teas held in communities where the organization has a significant number of mid-level donors.
“These gatherings allow us to meet many donors in a several-hour time span and give us the opportunity to update them on our programs,” Gibson says.
The organization’s mid-level and high-level donors also receive stewardship acknowledgements, newsletters and, for those who make a gift of $500 or greater, NJC’s annual report.
Carol Gibson can be reached via www.njc.org
