ProFile: Christine Carroll

The key is you need to get in front of donors and to connect with whatever it was that motivated them to give the first time. It's just become more important because donors are most likely to give to those organizations that touch them the most often, but not just touching them most often but with the best message. [We've all been] victims of the direct-mail fundraiser who sends you the same appeal five times in two months, and that doesn't seem to be effective.