Wings of Change

“It really does tie into their need to feel good about giving and make a difference,” she adds. “So we’re very happy with what’s come from national [Easter Seals]. I think that this is really evidence that the research was correct.”

Donor pipeline
All in all, the research findings have heightened the already growing importance within the organization of stewardship and donor relationships. Good stewardship means being accountable to donors and reporting back to them about what their dollars accomplished. Cleghorn says the organization has been committed for years to the idea of comprehensive development, where all fundraising channels — from special events and cause-related fundraising, to direct mail and the Internet — have a role within the organization. In trying to become a more donor-centric organization and improve the quality of its constituent relationships, Easter Seals recognizes the growing need for integration among these various channels, Cleghorn says.