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

By Jerry Huntsinger

And, yes, suggest gift amounts higher than the initial gift.

2. Response premium: If you’re sending a token of appreciation to a new donor, send a reply form and a reply envelope too, along with a note suggesting another gift. And since that letter probably won’t be personalized, put in some brackets that go from low to high. Get bold: Say, “Perhaps you can double the amount of the gift you recently gave.”