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

By Jerry Huntsinger

5. The annual fund renewal. Again, another opportunity to upgrade.

6. Membership renewal. When you send the new membership card, ask for a gift that’s larger than the amount the donor sent last year.

7. A monthly giving program. This is the best upgrade of them all. Monthly donors are much less apt to lapse than annual donors, for the obvious reason that they are thinking of you every month of the year and you’re communicating with them at least as often.