Raising the Bar for Higher Gifts

So, within 30 days you contact your best donors three times around the same campaign.

Initially, people in the organization questioned our goal of an initial response rate of only 2.5 percent per appeal in the campaign. Setting a goal that is 100 percent lower than your standard house-file response rate seems a little counterintuitive, but the upside over the next several months is what makes the math work.