6 steps · CRM, Direct mail, LinkedIn, Email, Phone
Find the supporters already behaving like major donors, using gifts, events and volunteering together, then cultivate before anyone asks.
Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result.
Major donors spotted early.
Why your CRM misses this. Major gift signals hide in different places: large gifts in the CRM, event visits in ticketing, and a company that gives a grant through one platform and matched employee gifts through another. Split up, it reads as several small relationships.
Data
3 of its 3 sources usually sit outside the CRM
Signals
it reads 4 of them
Reach
5 channels: crm, direct mail, linkedin and more
Journey
6 steps, start to finish
Mission joins these into one record per person, beside your CRM.
Who in your database is already acting like a major donor? These supporters score 3 or more out of 5 on signals of untapped potential: long tenure, growing gifts, a strong first gift, giving outside their peak month and a steady giving floor.
What to do: Build a personal upgrade ask for each one. Start with the 5s and work down.
Each step names when it happens and the channel it uses. Under the steps is the campaign as it is built in Orbit, in 2 parts. Read them in order.
Week 0
Look-alike model
Look-alikes of supporters who already give at major level surface the next tier of prospects.
Week 0
Your CRM
Supporters scoring 4 or 5 go to your major gifts lead with their scores attached, in your CRM or as a list.
Week 1
Direct mail
A personal invitation to a briefing or site visit.
Week 2
LinkedIn Ads
A matched audience sees your leadership’s impact content on LinkedIn.
Week 4
An impact report. Anyone who clicks is flagged for a call.
Week 6
Call list
A cultivation call. The ask comes later.
Coming to an event lifts the Interest Score in their LAI Score, and a larger gift lifts their Momentum Score. Both feed back in at the next refresh.
Results land on the same supporter record, so the next run starts from what just happened.
Major donors spotted early. Find the supporters already behaving like major donors, using gifts, events and volunteering together, then cultivate before anyone asks.
Sleeping Giants: Who in your database is already acting like a major donor? These supporters score 3 or more out of 5 on signals of untapped potential: long tenure, growing gifts, a strong first gift, giving outside their peak month and a steady giving floor.
Donations: supporter ID, gift amount, gift date; Participants: events attended; Volunteer timesheets: times volunteered
Major gift signals hide in different places: large gifts in the CRM, event visits in ticketing, and a company that gives a grant through one platform and matched employee gifts through another. Split up, it reads as several small relationships.
CRM, Direct mail, LinkedIn, Email, Phone. Week 0: Look-alike model Then Week 0: Your CRM Then Week 1: Direct mail Then Week 2: LinkedIn Ads.
Major gifts.
Every pathway in the Field Guide runs on Apteco Mission, beside your CRM.
An Apteco Architect walks you through this pathway on your own data.
Schedule Time with an Apteco Architect