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

By Jerry Huntsinger

But if your forehead is not yet etched with age and experience, and you go to conventions and hear people pontificate on donor upgrading and wonder what it’s all about, then read on.

Successful direct mail fundraisers pay homage to the “Holy Triangle.” You can create your own shrine and begin worshipping right now: First, draw a triangle on a piece of paper. At the base of the triangle write “100 Annual Gifts,” and shade out the bottom two-thirds.