Some advancement professionals chase wealth in their databases.
The thinking is simple: If we don’t work toward building relationships with those who have enhanced wealth profiles, we won’t raise as much money as we could. These prospective donors have the money to give.
But having money is not the same as being generous. Some of those wealthy folks either won’t give at all, or won’t be interested to give seriously to our cause. And, of course, sometimes wealth profiles are not accurate.
A more productive alternative is to work on deepening relationships with those who have already shown evidence of being generous.
The donors who already give to us, regardless of their current giving levels, have crossed the biggest philanthropic hurdle – they have acted on a generous spirit.
And they probably haven’t given their best gift, yet.
So, chase them, instead.
