Focus On: Upgrading Donors: Be Persistent, Not Pushy

The “because” equation
This brings me, finally, to a very simple but useful technique. I’ll leave it up to you to work out the details, but here’s the concept. Never write: “Mrs. Jones, I’m asking you to give a gift of $50 today.” Never. Instead, write: “Mrs. Jones, I’m asking you to give a gift of $50 today, because … “ And nail the “because.” Without a good “because,” none of this stuff will work very well.