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Why did I buy? Simple ... because they asked. Which is one of the first lessons that nonprofit fundraisers need to have tattooed on their butts. (OK, maybe someplace more visible might work better.) That is: You don’t get if you don’t ask.
Lesson No. 2, which is not as simple but just as important: There is art in the asking. It’s no surprise that little Suzie Sunshine always had more luck shilling her subscriptions than did Johnny Badseed. She kept her nose clean, presented herself well and, darn it, made you feel good about buying a 3.5-ounce tin of stale, Santa-shaped candies for $12.99.
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Margaret Battistelli Gardner
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