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

By Jerry Huntsinger

We can divide the upgrading process into two main categories: new donors and multiple-gift donors.

New donors
Let’s begin with new donors and examine the Second Gift Strategy.

Please don’t burst into tears when you learn — or remember from your own bitter experience — that if your prospect package brings in 100 donors, 50 of them will never send a second gift. (Work out the math for yourself if you don’t believe me.)