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

By Jerry Huntsinger

Remember, when a donor sends a gift, it’s much like buying merchandise. Folks these days expect a practically overnight response. Why should your “thank you” letter be any slower?

Speed in replying to a new donor is so important because the individual who has sent you a gift is not going to remain focused on the excitement of writing a check and mailing it to you indefinitely. In fact, probably no more than about 60 seconds. So you need to immediately show your appreciation by getting something into his hands and making him think about you again.