2. Why those donors gave. Do you know if it was a special campaign, a regular gift or an event underwriting? You need to know what they supported in order to help plan your approach for future gifts.
3. To what those donors responded. Knowing what triggered a gift really helps. It won’t be the same all the time, but it will help you plan your future solicitations. Do they like newsletters, annual memberships, special events or support of a specific activity? Keeping track help you plan your future contacts.
If you can answer these questions, you have a good list of your best prospects. The large donors clearly believe in you and should be regularly and attentively contacted, preferably in person from time to time. The long-term donors are your best candidates for planned gifts, today’s option of choice for many when cash is limited and economic anxiety is high. And finally, you must know what your best prospects are supporting in your organization, and why they do so that you can build future gifts into your contacts with them.
Spending time with a manageable number of your best prospects should produce the best results. Don't spend time on trying to get new donors in tough times at the expense of building your relationships with your best current donors! And know as much as possible about them and their interests.
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