SOLICITATION STRATEGIES FOR SMALL AND MEDIUM DONORS

 It is critical to be proactive in creating specific solicitation strategies for new and/or existing “small–medium” donors. These individual donors (usually $1–$499 annual gifts) are an important base of support. Over time they may become major donors. Given meaningful cultivation and education strategies, they may also increase the size of their donations over time. They often learn of your organization and its work through special events, mail appeals, visits to a website, or simply through a board member or volunteer. The key is to encourage a one-time donor to become an ongoing, thoughtful donor!