The New York Times’ annual Giving section includes over a dozen articles, essays and charity profiles on fundraising and philanthropy. One particulary interesting article, “New Fame for the Everyday Donor”, describes how, given the current economy, charities are rethinking their fundraising strategies to focus more intently on smaller-level donors found through direct mail, online giving and social networking.

“It’s easy to be drawn to the multimillion-dollar donations, but we’re doing ourselves a disservice by not elevating the stories of the working mothers and fathers who also contribute what are significant amounts to them,” says Eugene Cho from the nonprofit, One Day’s Wages.

At WealthEngine, we routinely hear stories of the $25 donor who, through proper prospect identification and cultivation, later became a major donor. We also hear how our Propensity to Give (P2G) score helps to prioritize and segment donors and prospects across multiple campaigns–major gift, direct mail, special events, etc. Now is great time to embrace and plan your 2010 cultivation approaches for the “everyday donor.” Let us know if we can help!

This entry was posted on Friday, November 13th, 2009 at 1:00 am and is filed under WealthEngine. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.