Once your capital campaign ends, the right approach can keep those donors giving at a higher level.

By Alicia Orr Suman

Of course, we still asked our traditional PBS television donors to support the capital campaign. We have raised about $81,000 that way through a direct mail-based effort. But the bulk of the $4 million has come from the other donors — foundation names, new donors like corporations [that are] underwriting programs and will have the publicity of having their name associated with public television.