The donor development matrix should be utilized when prioritizing donor prospects and existing donors. Those donors with the highest interest in the organization and the highest ability to give would be in the “A3” cell. Donors with very low interest and low ability would be in the “C1” cell. We advise organizations to spend very little time in appealing to those who fall in the red-shaded areas, more time on those in the yellow areas, and the most amount of time on those in the green areas.
This document is available as part of the Development Package.
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