How to increase the likelihood that your major or legacy donor prospects will engage in a meaningful conversation with you by 700%

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.


Follow-up failure.

Follow-up failure is prevalent in every business category around the world. In 2011, the Harvard Business Review studied 2,241 U.S. companies to see how quickly they followed up on web-generated leads. What they found was alarming considering the astronomical amounts of resources that private-sector businesses spend on generating leads.

Their data showed that:

  • 37 percent responded within an hour
  • 16 percent responded within 1–24 hours
  • 24 percent took more than 24 hours
  • 23 percent never responded at all

The Harvard Business Review found the results to be particularly shocking in light of a previous study in which they found the following:

Firms that tried to contact potential customers within one hour of receiving an inquiry were nearly seven times as likely to qualify the lead (which was defined as having a meaningful conversation with a key decision maker) as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that wait 24 hours or longer.

Does this apply to you?

I think so. I believe major and legacy gift fundraisers reaching out to donor prospects in a timely manner will garner the same results— they’ll be 700% more likely to have a meaningful conversation with them.

Don’t you agree?


Related Posts:

>>Here’s a job description for a major gift or legacy gift lead outreach associate
>>You’ve got leads (identified major donor prospects) but are they ‘outreach-ready’?


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