Case Study: Uncovering Major Donors in Your Mass Marketing Files

Further, 90 donors gave gifts of $600, 45 gave $1,000, seven gave $1,200, five gave $1,500, five gave $3,000, four gave $5,000 and one gave $50,000. What ABS found was that years of sowing the seeds of donor cultivation yields significant fruit.

Clearly, the test won out and proved that there was major-giving potential already within the ABS file. However, ABS has continued to test this concept. It was unsuccessful last September with a new offer. The same process was duplicated at year end with similar results using a year-end appeal. And still testing and trying to enhance the giving potential of its donors, ABS rolled out the concept in April with continued success.