What If Mark Twain Was Your MGO?
What he’d mean, of course, is that those who contribute to your regular appeals are far and away your best source for major donors. In fact, I’ve had more than one MGO tell me most of their major donors start out giving at the $25 or $50 level.
It takes time
But turning those modest contributors into major donors rarely happens overnight. The challenge is that their giving habits are already in place. And they’re not likely to change them overnight. As Twain would tell you:
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
