Easier Said Than Done: 6 Freakish Facts About Fundraising

Many organizations do themselves terrible harm by going silent on donors for a set amount of time after a gift. The theory is that donors need to “rest” between gifts. (Resting, for some reason, is defined as “not hearing squat from an organization they’ve shown they care about.”)

That misses the important fact that giving feels good. Psychologists have identified that feeling as the warm glow of altruism. You’ve felt it, right? While you’re giving a donor her “rest,” she’s seeking the warm glow from another organization.