After the Acquisition
Follow-up communications actually can sabotage repeat giving. Here’s how to make sure that doesn’t happen.
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Lisa Sargent
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You work for an animal welfare group, and members write in with questions about stray cats, neglected neighborhood dogs and so forth. You know your stuff, so you also know it’s taboo to use phrases like “dogs that …” or “cats that … .” Instead, you — and anyone who communicates with members — need to use the phrases “dogs who …” or “cats who … .” (To the uninitiated: Pet lovers think of their beloved dogs and cats as “people,” too — and they’ll take it personally if you slip up.)
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Lisa Sargent
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