20/20 Vision

FS: What about the campaign was unique?
MMH: We had a challenge match in the middle of the campaign, and that’s highly unusual. Usually campaigns have a match at the end to try to reach the goal, and what we really wanted to do was to bring donors who had been at a nice level but [were] not really significant donors yet to a knew level of giving. So it was about educating, especially women, about the importance of giving, about the importance of what we were trying to accomplish, and it matched contributions of $15,000 or higher. So it targeted not the most major donors that are going to give gifts of half a million to a million or more. It really targeted a middle group and [tried] to bring a middle group further. And that gave a lot of momentum in the middle of our campaign.