As if you needed any more convincing on the importance of cultivating meaningful relationships with donors- the AFP has recently reported on a study by Target Analytics that takes the case even further.

The study notes that in an unstable economy, major donors- those who have a strong relationship with the organization- are more willing to give consistently than those who are simply appealed to through direct mail or events.

Peter Fissinger, president of Campbell & Company, a full-service consulting firm headquartered in Chicago had many excellent observations in the AFP article. He said, "’organizations that rely solely on special events and direct mail often suffer when the economy slows. It’s the donors you have a real relationship with—those who are active and invested—who will continue to give in trying times.’"

He goes on to say, "’the natural way of thinking is that a direct mail program would be a very consistent source of revenue and that major gifts would be more volatile. That actually hasn’t proven to be the case.’"

Read the entire article and learn more about the study here.

Jacqui Higgins
NOZA