You’re the One That I Want! How to Be Your Donors’ Favorite Cause

I don't suppose they meant to, but John Travolta and Olivia Newton-John neatly summed up every charity's desire — to be their donors' number one cause. OK, the analogy may quickly wear thin, but it turns out there are rewards for being chosen as the favorite, if not the one and only.

Seventy-eight percent of donors give to more than one charity, according to the Charity Dynamics/NTEN 2012 Nonprofit Donor Engagement Benchmark Study, but it's never even. One of those causes gets most of their attention — their money, time and talents — while the others get what's left.