The Search for Sneezers: How to Find Online Fundraisers in Epidemic Proportions

I want to end with a final note about retention and renewal. Focus your retention and renewal efforts on your online fundraisers, not on those friends and family members who donated to them. I have seen many charities alienate their best fundraisers by over-soliciting donors brought in by those fundraisers. When I donate to my friend’s personal giving page, I’m giving to him, not to the charity or cause. If I find myself added to the direct-mail list of that charity, I’m going to let my friend know how unhappy I am. It’s certainly OK if the donor has explicitly asked to learn more about the cause, but I find that often this is not the case. Your sneezers are precious: Treat them (and their friends) with utmost care.