High Touch With Low Gloss

One of the key best practices when creating a special-donor group or making a special-donation request such as this is to give it a name. ACLU gets this right with the campaign name, Legacy Challenge. And those who leave bequests become members of the DeSilver Society.

The organization also is forthright in announcing in the letter that, so far, the Legacy Challenge has generated more than $2.1 million in matching funds, a trust-building strategy that also demonstrates the impact these donations are making.