MKT-4290 Lecture Notes - Lecture 8: Customer Relationship Management, Value Proposition, Life Insurance
13 Mar 2018
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Know whether or not applying the marketing concept and attempts to build relationships with potential major gift donors is considered to be insulting and unprofessional or expected and professional. Know the definitions of a (cid:498)major gift. (cid:499: major gifts: donations that are significantly beyond the typical donor"s gift to a nonprofit; often represent (cid:883)(cid:882)%, (cid:884)(cid:882)%, (cid:885)(cid:882)%, or more of the nonprofit"s total yearly. Know what the (cid:498)rule of thirds(cid:499) is all about and why it was discussed in the major gift chapter. budget: rule of thirds: one third of annual donations (in dollars) will come from the top 10- 20 patrons, one third from the next 80-100, and one third from the remaining nonprofit supporters. Know what (cid:498)objective offer analysis(cid:499) is and through whose eyes the marketer should try to see when doing such an analysis: through the eyes of the potential donor. Know the various topics covered under heading (cid:498)traditional tactics for major gift.
