When Worlds Collide: Major Gifts and Direct Marketing Team Up to Maximize Mid-Level Donors
Four years ago, the only thing major gifts officers and direct marketing teams shared was the office bathroom.
In 2014, when Sea Change Strategies released The Missing Middle: Neglecting Mid-Level Donors Is Costing Non Profits Millions, we found a miles-wide tactical and cultural gap between direct marketers and major gifts officers that was leaving many mid-level programs in a lurch.
We have just released the 2018 follow up study, and the relationship between major gifts and direct marketing has evolved dramatically. There is markedly more coordination and respect amongst practitioners that is bridging the gap. And successful mid-level programs are borrowing and blending the best of both disciplines.
Check out my post on npENGAGE that examines how non profits have closed the gap.