Put some pop in your package with a well-crafted lift note.

By Jerry Huntsinger

8. Urge donors to go to a special landing page on the World Wide Web. Be very careful with this — it could depress financial results, even though it gives you a lot of hits. Regardless, it’ll make your organization happy, because every charity wants donors to click on its site. Test it.

9. Re-activate lapsed donors. This has lots of interesting possibilities. It might be more economical to personalize the lift note than the letter itself. Maybe lead off with, “I miss you — I really do!” The lapsed donor will understand where you’re coming from. Throw in some sincere flattery and some dollar amounts.