Thoughtful, well-executed upgrade campaigns will get the job done without scaring off your most loyal donors.

By Jerry Huntsinger

There’s a reason many charities are reluctant to engage in techniques to upgrade their donors — or fail to do so altogether. Call it the “fear factor.”

They’re afraid donors will get irritated and stop sending gifts. They’re afraid a donor will give the upgrade letter to a board member and complain about the “pressure.”