How to Lose Your Major Donors
Treat your best donors right — but don’t assume you know what that means until you’ve tested.
The problem is, you don’t know. Putting any upgraded donor into a different fundraising program amounts to a risky and high-stakes crapshoot.
Ask yourself: How did these higher-end donors rise to that level? They responded to your regular fundraising program. That stuff worked for them. So you know one thing about them for sure: Your normal material motivates them to give. Any change in communication style is a switch away from something that works. Why would you do that?
- Companies:
- Merkle|Domain
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