Bridge the Giving Gap

In most mid-size to large nonprofit organizations, there are two distinct areas from which revenue is generated from individual donors. The names vary: Membership hands off to development; direct marketing supports major gifts; marketing feeds donors to advancement.

In each situation, one group is dedicated to generating broad-based support via a bevy of direct-response techniques. Another very separate group raises large or major gifts utilizing relationship-based techniques. The impact of this structure is, in most cases, a siloed system that doesn’t make it easy for staff to transition donors — and a jarring experience for the donors themselves.