Seek out 'hidden heavies' for fundraising push

Share this article:

You have 100 new $10 and $15 contributors. Your budget lets you to cultivate only 25 of them. In the total new responder universe, one donor is a "hidden heavy" who will leave your organization a $10 million bequest.

All these new donors were acquired from the same mailing list. They were all multi-gift, $10-plus, 0-12 contributors. All were acquired by a name and address label upfront premium. They are all females, age 65 and live in the same town.Your challenge is to identify the donors to keep.

Consider the initial gift amount. With exception, the number of new $10 donors outnumbers new $15 donors by a ratio of 5-to-1. The variance becomes more distinct when you consider subsequent giving rates. Typically, a new $15 donor is nearly 50 percent more likely to renew.

Look beyond the initial gift. Among $10 donors there will be two unequal groups, those who will renew (20 percent) and those who won't (80 percent). A renewing $10 donor has similar characteristics to that of a new $15 donor.

Evaluate giving behavior. Monitor how quickly your donors respond to your mailings. You may find that subsequent giving rates among your earliest responders will be higher.

Look at demographics. Look for qualities such as religion, marital status, political affiliation, household values and wealth.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.