Fundraising & Resource Development Flashcards

In direct mail fundraising, what does a 'control package' refer to?

Answer: The best-performing mailing package used as a benchmark for testing new versions

The control package is the current winning direct mail piece against which all test variations are measured to improve response rates over time.

What is a 'soft credit' in gift recording?

Answer: Attributing a gift to someone other than the legal donor, such as a spouse or advisor, for relationship tracking

Soft credits allow organizations to track relationship credit (e.g., to a spouse or advisor) without changing who legally made the gift for receipting purposes.

Which of the following best describes 'planned giving' or 'legacy giving'?

Answer: Gifts arranged during a donor's lifetime that are typically realized after their death

Planned gifts such as bequests, charitable trusts, and life insurance designations are structured during the donor's lifetime but often transfer assets to the nonprofit after death.

When evaluating corporate sponsorship proposals, which factor is MOST important from the company's perspective?

Answer: Brand alignment and visibility with the company's target audience

Companies evaluate sponsorships primarily on how well the nonprofit's audience and image align with their marketing objectives and brand values.

What is the purpose of a 'gift acceptance policy' in a nonprofit organization?

Answer: To define which types of gifts the organization will accept and under what conditions

A gift acceptance policy guides staff and board in evaluating and accepting (or declining) complex, unusual, or potentially problematic gifts such as real estate or restricted bequests.

In an online fundraising context, what is a 'conversion rate'?

Answer: The percentage of website visitors who complete a donation

Conversion rate measures how effectively a donation page turns visitors into donors, and is a key digital fundraising performance indicator.

Which fundraising principle states that people give to people, and that the relationship with the solicitor often matters more than the organization's materials?

Answer: Peer-to-peer influence

Peer-to-peer influence recognizes that personal relationships and social trust between solicitor and prospect are often the most powerful fundraising drivers.