Broadening the Appeal

In FY 2003, CAS received an average gift of $60 through acquisition mail, with an overall average gift — not including new acquires and major donors — of $90. In FY 2004 thus far, acquisition has pulled in an average gift of $70; overall, $100.

“Historically, we’ve received second gifts from roughly 35 percent of new individual donors,” Grayson says. “So far this year it’s down to 20 percent. The interesting thing, however, is that we are still up. Each year we lose about 30 percent of our donor base and must replenish it with new acquires. In spite of that trend, our average gift has increased significantly to $336 [all individual donors], up 33 percent from last year. The number of gifts, however, is down 32 percent. We’ve seen this trend since Sept. 11, 2001: fewer donors and larger gifts.”