Most say Sally. In today's world it's more likely Liz.
But it costs more per gift. It becomes impossible to know much about that many donors. Building personal connections appears impossible.
Liz feels annual donors make small gifts to many organizations. She sees technology as invaluable to identify key prospects. Her goal is to build fewer donors to larger gifts each year.
She selects a manageable number and contacts them regularly throughout the year. Her communication has impact because it is regular. The budget is targeted and personal thus more effective.
Today's successful marketing is to build your share of your donors' giving. Aiming for a larger market share of all donors becomes an exercise in futility. The principles of mass marketing are turned inside out. For example ...
Mass market share suggests making the same offer to as many as possible. Share of each donors' giving means offering many ways to support your work with one donor at a time.
Mass marketing tries to gain a constant stream of new donors each year. One to one marketing tries to get a constant stream of additional giving from current donors.
Mass marketers concentrate on economies of scale. One to one marketers concentrate on economies of scope.
Sally may raise more money some years. But Liz will win in the long run. The largest gifts many people make are in their estate plans. Without building one to one relationships, and exercising great stewardship of those relationships, there is small chance that your organization will be in many estate plans. Donors are people first, mass numbers never.
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