Don't Trade Short-Term Social-Media Success for Long-Term Donor Value

Relationships matter because as any fundraiser will tell you, there generally is a correlation between the length of the donor relationship and the amount he or she gives. It’s only within the context of that kind of trusted relationship that you have the opportunity to cross-sell and upsell. For example, long-term supporters are more likely to leave you a bequest. And supporters who give their time and money usually give more than those who just give money.