Focus On: Upgrading Donors: Be Persistent, Not Pushy
Thoughtful, well-executed upgrade campaigns will get the job done without scaring off your most loyal donors.
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.)
- Companies:
- Craver, Mathews, Smith & Co.
- Places:
- America
- Arlington, Va.
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