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BigRiver provides online fundraising cloud-based software to membership-based organizations by harnessing knowledge trapped in donor databases to present the most effective appeal to the potential donor. Through member-aware smartforms and progressive profiling, BigRiver creates personal and emotional connections online that convey, “welcome back,” through a full-circle, 4-step/stage development process: Profile, Inspire, Retain, Radiate. BigRiver augments popular donor management systems to extend and leverage the value of existing investments.