Tips for Using the Web, E-mail and Social Networking to Net 'Wired Wealthy' Donors

1. Segment
"The days of mass e-mailing are over," Scott said. She recommended organizations segment their files by donor level with targeted content (prospects, low dollar, middle and major); treat low-dollar donors as wired wealthy in waiting; and segment middle and major donor groups based on cohort (e.g., all business vs. relationship seekers vs. casual connectors).