I have been talking about this term “fundcatching.” In the previous post, I wrote about the idea of “converting” donors who reactively gave in response to something in the news, a disaster or publicity. I offered an alternative to conversion. This post I want to explore what all these unexpected donors can or should do for our major gift portfolios and annual fund.
Maybe I’m simple – but I think simple math can solve this problem. And it’s a FIRST PASS…..called qualification:
- Any donor who made a gift at the bottom of your major gift threshold – could be $500 could be $100,000 – should rate a little Googling. Got an intern or volunteer? Put them on this task….(next blog post on what to look for.) If any donor is identified as having philanthropic interests of similar sized giving to another nonprofit organization that rated a mention in Google – put the donor in a major gift portfolio and do some proper prospect research.
- Everyone who did not show up in Google is placed in your annual fund for regular communications and strategic solicitation.
See previous blog post on what donor centered strategy might move these reactive donors into ongoing supporters.
There are many ways to divide and conquer a large list of donors:
- One to many
- One to some
- One to one
You have to do the math:
- One to one: How many more, good qualified donors can your major gift portfolios handle?
- One to some: What are the cultivation opportunities/events that already exist and have space for some more donors?
- One to many: This is your annual fund of donors who are not in a high touch, major gifts moves management strategy.
Next up: Qualifying donors