For-profit common sense can help your organization ‘sell’ its cause.

By Carsten Walter

Of all of our major donors — what we define as those who give more than $10,000 — 60 percent started out in the direct-marketing program, many with an initial gift of less than $50. The majority of our bequests are from donors who make modest gifts year after year. You have to give all of your supporters the opportunity to raise their hands and say, “Pay attention to me.” There is a lot of potential for increased giving among those who already support you.