Cover Story: Faith-based Fundraising

Inactive donor files
Recency often is overrated when it comes to fundraising for faith-based organizations. Typically, in the list-rental world, recency is king and only the most recent records on a file should be utilized. However, when it comes to faith-based organizations, recency isn’t necessarily the main factor. The principle behind recency is that American consumers are notoriously finicky and their interests change — so utilizing the most recent donor data is a must.