A recent ACLU campaign beefed up its major gifts and planned giving

So what happened?

All of which begs two questions.

1. Why weren't these people giving more money before the LFF campaign?

2. How did the ACLU inspire them to give at these levels now?

Although the campaign did put some new names on the ACLU giving radar, bringing in new, lower-level donors wasn't a priority — that's left to the organization's robust general fundraising program. LFF was designed to encourage gifts of no less than $10,000 from its most loyal existing members. There was no hard-and-fast giving level that dictated just who among the  550,000 members would be approached. More important were frequency of giving, length of membership, how the member became involved with the ACLU — elements that are more indicative of loyalty and capacity for giving than size of previous gifts is.