A Major Plus for Major Gifts

Historically, major-gift efforts primarily have sourced donors two ways: referrals from key donors and board members; and direct-mail programs.

In the referral model, development officers target high-net-worth individuals and find ways to speak to them via existing relationships. In the direct-mail model, donors who give large gifts — by direct-mail standards — or who fit certain predictive model factors, such as giving tenure and frequency, are screened and targeted for major gifts.