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

By Jerry Huntsinger

4. The time-honored matching gift. You know what this means. Everyone does it — simply because it works. So if your donor has been sending gifts in the range of $15, suggest a $30 gift because when it’s matched it becomes $60! (If any reader of this publication has mailed a matching gift appeal that didn’t work, e-mail me with the data and I’ll make a sizable, less-than-seven-figures contribution to your organization.)