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

By Jerry Huntsinger

But the attrition might be even worse if you don’t do one or more of many things to get both a second gift, and a larger gift, as soon as possible. For example:

1. Thank-you letters: Rush a “thank you” letter to a new donor immediately upon receipt of a gift. Don’t wait 90 days ... or even 30 days. Figure out how to do it. If the people in the mailroom and data processing say it can’t be done, then give them all two weeks notice and hire a “can do” staff.