The "Up and Out" Fallacy

Personal representatives
One simple step to secure long-term relationships with significant donors is to assign a personal representative to each donor.

On every mail piece you send these valuable donors, include the name, telephone number and e-mail address of one of your staff members. You’ll be signaling how much you appreciate, respect and value your donors, and you’ll remind them that you want to maintain a dialogue with them.

Keep mailing
Remember, just because donors give a significant amount doesn’t mean you should protect them from the appeal packages that
motivated their enhanced giving. Keep mailing.

Tim Burgess is co-founder and senior strategist at Merkle|Domain. Contact: tim.burgess@thedomaingroup.com.