Rapid Donor Cultivation: Getting the First Online Gift Faster

* decreasing the elapsed time to the first gift;
* maximizing the size of the first gift;
* maximizing the lifetime value of a new subscriber; and
* reducing the cost of fundraising by using an automated e-mail queue.

Ultimately, your goal should be to optimize your investment in e-mail fundraising and to produce a reliable, cost-effective revenue stream from individual giving. In addition to the direct benefits, you may also realize several ‘soft’ benefits: