Charity fundraisers should use websites such as Zoopla and LinkedIn to build a profile of people who attend their events to see if they could become major donors, delegates will hear today.
At a session called Major Donors are Everywhere – You Just Need to Know Where to Look to Find Them, Ben Morrison, assistant director of fundraising and marketing at Jewish Care, will talk about how charities often overlook potential major donors.
Speaking before the session, Morrison said tools were available to fundraisers that could help charities "piece together someone’s life". He cited as examples Zoopla, a website that allows people to find out how much someone paid for their home, and the networking website LinkedIn.
Morrison said that charities asked people to take part in their events and raise money for them, but too often allowed the relationship to end once the event was over.
"Because people are too busy putting on the event, they don’t get the major donor team involved to do some donor analysis," he said. "But each person might be a major donor who could be cultivated."
Charities should not see people who come to events only as ticket buyers, he said, but should see both them and any other friends or family members they bring to the event as prospective future donors.
Morrison said that during his session he would provide examples of Jewish Care’s work with major
donors, with positive and negative case studies and tips on "how to make donors feel so special that they end up buying you a birthday present".
Morrison said that fundraisers were spending too much time behind their desks, and not enough meeting donors."The most important thing you can do is to get up and buy them a coffee," he said.