“As the giving landscape becomes tighter and more competitive, it is the ability to create exactly these long-term relationships that sets leaders who excel in fundraising apart from the rest on Giving Tuesday as well as the rest of the year.
“Almost 80% of all giving comes from less than 3% of donors,” Ben Miller, SVP of Data Science and Analytics at Bonterra explains.
“Nonprofits need to meet donors where they are, and they need to work closely with the donors that are aligned with their mission if they wish to succeed,” Ben adds, noting how the task of non-profit leadership has taken more of the trappings of a relationship manager role than ever before.
“Most donors start small, and when they get comfortable with the organization and they see the work they are doing has real impact they ramp up their giving. All of this takes time and commitment, which means that running short-term campaigns that capitalize on just a single day of charity won’t have much of an impact in the current landscape,” Ben noted.”
To read the full article, visit Forbes
