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