Major Gifts Follow When Fundraisers Adhere to a Research Plan Consistently, Study Says
When seeking major gifts, charities are best served by consistently using a system — almost any system — for identifying people who can give generously, rather than using a system erratically or not at all, according to a new survey.
While that may seem like common sense, the study found that only 37 percent of charities surveyed follow a major-donor identification system consistently. Three out of four of those organizations said they meet their major-gift goals nearly every year.
By contrast, 39 percent of charities said they have processes in place to find major donors but use them inconsistently. Only 39 percent of those organizations said they nearly always reached their goals for snaring big donations. . .