A Major Plus for Major Gifts

Just as with postal mail, an online marketing program can be a “feeder channel” for major-gift efforts. Online marketing allows an organization to cast a wide net to entice potential supporters to learn more. Online marketing also represents a low-cost donor education and cultivation channel that can supplement traditional, in-person, major-donor cultivation activities. Similar to postal mail, when an online constituent shows support by making a gift online, it indicates he or she is worth cultivating for a major gift.