A Major Plus for Major Gifts

An organization with hundreds of potential major-gift prospects can use an eCRM approach to cultivate people en masse and “bubble up” the best targets for attention by major-gift officers. Through personalized e-mail marketing and Web site communications, a nonprofit can engage prospects, learn about their interests and use that information to entice them to learn more about and get involved with the organization. A nonprofit also can use this approach to steward relationships with existing donors and sustain regular contact with them after they make a contribution.