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

By Jerry Huntsinger

Be not afraid. I bring you tidings of great joy. Fact: It has never been proven by any reliable statistical measurement that reasonable upgrading techniques will result in a substantial attrition of the donor file.

On the other hand, it has been proven, over and over again, by extremely dependable statistical measurements, that creative and methodical upgrading techniques almost always result in substantial increases in net income.