‘Tis the Season to Give—truly

In the next few weeks charitable organizations will receive 41 percent of all the gifts they will receive in 2011. The year-end, the holiday season, is truly the season to give. It could, however, be a much grander giving season.

Fundraising scholarship estimates that if your organization could persuade 10 percent—just one tenth—of your new donors to give again your organization would increase its gifts by 200 percent. Yes, 200 percent.

The first-time donor presents an organization with a golden opportunity to build a meaningful philanthropic relationship. One that, over time, will yield greater and greater investments for the organization and returns for the donor.

Trouble is, many organizations treat first-timers like any others. You see, for some, the race is for money, not relationships.

Larry C. Johnson
M. E. Grace & Associates