Case Study: Uncovering Major Donors in Your Mass Marketing Files

Would you treat one of your $100 donors differently if you knew he or she had given a $100,000 gift to another charity, and would you treat those donors differently if you knew there were 5,000 more just like them on your housefile?

Those were the questions that kicked off the session, "Uncovering Major Donors in Your Mass Marketing Donor Files," presented by Kim Carter, direct mail manager at American Bible Society (ABS), and Max Bunch, senior vice president of consulting and client service at Stratmark, Wednesday at the 2012 New York Nonprofit Conference. They continued: "Knowing this information, can you rapidly upgrade their giving to your cause? Can you actually turn a $100 mass-marketing donor into a potential major donor who gives $500, $50,000 or even $250,000?"