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AFP Audioconference Q&A: Keeping Large Donors Giving As Much Online
On January 14, NPA's Rick Christ led an audioconference for the the Association of Fundraising Professionals (AFP) entitled "Auditing Your Nonprofit Web Site." The following question is from an audience member: Q: I have a question regarding the session on Internet Fundraising. What would you recommend a charity do to keep large donors from giving less just because at that moment they are giving on line instead of giving to an individual (face to face, phone, event, appeal)? A: There is no reason to believe that high-dollar donors will give less just because they are giving online. In fact, one of my clients got a $50,000 gift online because the donors (who had given that amount previously) clicked on a link in an e-mail. Of course, there’s no telling how much they might have given if they’d been approached in person at just the right moment. So I guess the only way to know for sure is to eliminate very large donors from your e-mails if you are scheduling a personal visit or phone call within the next few days. However, some donors might actually prefer to make contributions online, on their own schedule, rather than meet with a fundraiser in person. It all comes down to respecting the donor’s wishes. January 2004 | |
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