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

"As your donors move from stage to stage, do your strategies, tactics and objectives adapt?" Smith asked. "Supporters react differently to marketing messages depending on what stage of the [donor] lifecycle they are in."

He recommended organizations create a donor stewardship system that incorporates the "Rule of Seven," where donors are contacted seven times before they're asked for money.