Broadening the Appeal

One of the areas CAS has invested deeply in is the Web. “Our online donations, just in the last year, have increased by 54 percent,” she says. The organization, in an effort to cultivate its 1,000+ page Web site, expressly hired a staff member to find out more about major donors who give online.

“In the last month we received three unsolicited gifts through the Web: two for $10,000 and one for $16,000,” Grayson says. “We’re going to incorporate a very specific, personalized strategy to follow up with these [donors].”