Shifting Baselines of the 'Movable Middle'
All that's just the beginning. If she does send you a gift, she's going to want some serious cultivation — immediate, customized acknowledgments, frequent online updates, regular mail appeals.
Face it: Clara's going to be high-maintenance. But in return for your efforts, you'll get loyalty and evangelism.
There's no fervor like new-convert fervor. And if you educate her properly and keep her close to your heart, she's more likely to become a sustainer, a major donor and a planned giver.
Finding your Moveable Middle prospects requires good data and patient recruiting. But the donors you get will reward your hard work and then some.
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 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, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.