Many nonprofit organizations struggle for funds. Yet, going by current levels of giving relative to the capacity of givers, the potential for more funds is huge.
Professional fundraisers and a fundraising industry have emerged to help with the important function of fundraising. The key to good donor management is understanding what donors want and what stewardship of the donor relationship involves.
In this new environment of giving, there is much that nonprofit organizations can harness from new possibilities presented by the new rich and by online giving, while heeding the issues presented by third-party fundraisers and concerns over donor privacy.