Average, not largest…

Average, not largest


Particularly in dealing with donors who give smaller average gifts, a request for a specific size of gift, or even an array of gift options on the reply device, should generally be linked to the donor’s average gift amount rather than her largest gift amount — because these donors are particularly sensitive to the ministry’s assumption that one gift leads to another.

Standardization is necessary, of course, in order to process large numbers of contributions — but at the thank-you stage of the process, donors tend to “read” the systematization more distinctly.

“It’s tough to say they are doing a lot of thinking about me,” one typical donor said, “when they send out a fairly standard thank-you note.”

Any way to personalize communications more will serve to counteract this feeling.


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