In the Trenches: Donor Attrition: The Insidious Statistic

Americans make up the most generous society in the world. The largest planned gift you will ever receive might come from the next prospect who gives you $22. So keep seeking new friends.

Tom Hurley is president of the not-for-profit division of DMW, a full-service direct-response advertising agency with offices in Wayne, Pa.; Plymouth, Mass.; and St. Louis. E-mail Tom at thurley@dmwdirect.com.