Raiser’s Edge or Salesforce’s CRMs will work adequately as data repositories for donors, but neither is ideal for large-scale, low-touch customer relations need, where small interactions regularly occur with a large number of similar individuals. As a result, it is critical to qualify your donors and achieve a better understanding of their profiles, so you can deal with them appropriately in significant numbers.
For example, major campaigns can achieve several tens of thousands of donors. Many of these donors will give a small amount, and so cannot be individually solicited for further donations. Some, however, may be regular or major gift prospects, and some may have other influence they can exert. As part of donor stewardship, you should attempt to:
It is also crucial before the campaign begins to identify the actions which will be directed at each group, and create a plan for carrying out these actions. For example, for those who express an interest in giving regularly during the campaign, a personal and immediate follow up email or call would be advisable. For those who are flagged as potential major donors, a visit may be appropriate.
Wealth screening is provided by a number of companies. Social profiling is also globally available.