On a Wing and a Prayer

So UGM launched into a bold dual campaign that used direct mail to ask folks not only for money for the capital expenses but also for the general fund — something that many nonprofits would hesitate to do for fear of alienating their donor base. But in this case, at least, it worked.

“One of the most exciting things about it is that the special appeals for the crisis situation have not affected regular direct mail responses,” Pfiffner says. “People did not transfer their support. It was extra, over and above.