A Major Plus for Major Gifts

Consider the experience of the American Red Cross Mile High Chapter in Denver. In response to Hurricane Katrina appeals in September and October 2005, this organization raised $1.5 million online. Two hundred twelve new contributors gave online gifts of $1,000 or more. The organization segmented this constituency and sent a series of cultivation e-mails to keep them apprised of how their contributions were being spent. It also sent e-mails and handwritten invitations encouraging these donors to participate in events. Six of these major-donor “prospects” decided to participate in events; four actually took personal tours of the chapter. In this case, online fundraising and eCRM sourced more than 200 prospects for major gifts and enabled the organization to identify six previously unknown, near-term prospects.