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

By Jerry Huntsinger

That’s it for now. Stay focused on upgrading all the time. Make it a way of life. Yes, you are going to make mistakes and donors are going to write letters fussing at you, and you are going to worry about a phone call from the Board chair. Hang tough.

After 42 years in direct marketing, Jerry Huntsinger would dearly like to retire, but his wife has too many expensive hobbies. So he continues to write packages and freelance, and he is senior creative consultant at Craver, Mathews, Smith & Company, Arlington, VA. You can e-mail Jerry at jerryhuntsinger@starband.net.