How to Lose Your Major Donors

* Their giving is more seasonal, concentrated toward the end of the year. You don’t have to space your communications equally throughout the year. Ask them more often in the fourth quarter and less in other quarters.

* They are a more valuable asset to your organization. It helps to approach them with investment thinking. The dollars you spend on them can trigger a much better return. Something as simple as First Class postage can be a good investment with these donors. If nothing else, the delivery rate of First Class mail (approaching 100 percent) sure beats that of bulk postage, which, by some estimates, has a loss rate as high as 20 percent. And by all means, you can afford to affirm, thank, praise and report back to your major donors more often and in more personal ways.