3 reasons to focus on major gifts (including major legacy gifts)

3 reasons to focus on major gifts (including major legacy gifts)1. 3% of U.S. Households are responsible for 67% (2/3) of all household charity (This is according to the 2011 Bank of America Study of High Net Worth Philanthropy)
2. People earning $10 million or more each year gave the most non-cash donations totaling 1/3 of all non-cash donations (This is according to the 2011 IRS Statistics Income Bulletin)
3. Focusing on major gifts is cost-effective and efficient because of the significantly lower cost to acquire and cultivate them. Unlike populist fundraising, major gift marketing costs just pennies for every dollar it returns.
Is your organization budgeting enough to acquire and build relationships with major donors?  Or are most of your marketing dollars being thrown at acquisition efforts and events aiming for low-dollar donors?

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