I have witnessed this too many times to count.
“Far too many nonprofits have a plan for their best donors that goes like this: If your giving rises to a certain level, you get “special treatment.” So far, so good. But what that means is they get dramatically less contact than they got when they were giving so much they became major donors. They stop getting asked, and many stop giving. If you don’t have a plan that you’re actually going to fully execute for your best donors — just leave them be. That’s not the best thing to do, but it’s far better than going silent. “
Takeaway point. If you get “major” donations via direct mail don’t stop sending those donors direct mail.
Stop sending them direct mail for three reasons only….and really only the first two.
1. If they ask
2. If they die
3. If their relationship with their Major Gift Officer is so good and contact so frequent and they already told the MGO they would give their large check over lunch next week anyway.
You got to dance with the one that brought you
Stay with the one that wants you
The one who’s gonna love you when all of the others go home
