The document discusses the importance of recognizing that donors are not homogeneous and differ in their abilities and affinities. It introduces the concept of Principle 6: Divide and Grow, which states that fundraising efforts should segment donors based on their natural divisions of ability and affinity. By dividing donors appropriately and treating different donors differently through acquisition, retention, progression, and coordination processes, fundraising programs can achieve sustainable growth over the long term. A customer relationship management system can provide the framework needed to execute this principle effectively.
6. A principle is. . .
• universal, timeless, often self-evident
• external to ourselves
• in effect with or without our awareness of it
or our endorsement of it
• predictable in the outcomes it produces
7. “One size fits all” fund development
programs spring from a lack of awareness
and appreciation of a fundamental principle
of sustainable fundraising.
9. Principle 6: Divide and Grow™
• Your donor constituency divides or
“segments” itself according to. . .
• Ability and Affinity
• Work with donor behavior, not against it
10. The Four Building Blocks
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•
•
•
Acquisition
Retention
Progression
Coordination
17. The Role of a CRM System
• Provides the structural framework for
treating different donors differently
• Provides the tools for executing the four
essential processes
• Helps to insure coordination and
accountability