Offers Archives | Page 2 of 3 | The Better Fundraising Company

Donors Love Directness

Steven | July 6, 2021July 2, 2021Ask

Fundraisers – and often the Executive Director – are afraid that boldly asking for a gift will “turn people off” or “make us look desperate” or “make us look like we don’t manage money well.”

Let me be blunt: those fears are unfounded. When organizations make bold Asks to send in a gift today, they raise more money and keep their donors for longer.

There’s a reason pro fundraisers write appeals that say things like, “Please, while you’re holding this letter, take out your checkbook and send in a gift today. You’ll love helping a person…” Pro fundraisers write that way because it works so much better.

Most donors are moving fast. While reading your appeal, they aren’t taking the time to think about whether your organization is well-run, or whether you manage money well or not.

Most of your donors are just wondering if someone or some thing they care about is in danger, and if their help is needed. And if your donor’s help is really needed, your donor assumes you’ll ask them directly and clearly.

Because if you say things like “please support our mission…” or “will you please partner with us today…” – does that sound like there’s an urgent need and that the donor’s gift will address it? No. It doesn’t. Sounds like things are probably going just fine. And when things sound like they are going fine, fewer donors give.

Donors Love Directness

Remember, most of your donors are looking at your fundraising appeals while they are doing other things: getting ready for dinner, processing their mail, etc. They are moving FAST, and they usually only give your letter or email a few seconds of attention.

Note: remember, we’re talking about communications to all your donors. Your emails, your letters, your website, etc. This can absolutely be different when you are talking to your Board, or some major donors who have deep relationships with your organization. But usually those people make up less than 5% of the people who will be reading your fundraising materials.

Ask any pro fundraiser who has a lot of experience with fundraising to tens and hundreds of thousands of people at a time: your ability to make it easy for your reader to know exactly what you want them to do, and know what their gift will do, is incredibly important.

You tend to get more of what you ask for. If you ask for ‘consideration,’ you’ll get more of it. If you ask for ‘support,’ you’ll get more of it (but who knows what their support will look like). And if you ask for a gift today, you’ll get more gifts today.

Don’t Accidentally Hide the Need

By not asking boldly and directly, many nonprofits accidentally hide the need from their donors.

Too many organizations only share stories of people who have already been helped. And they then don’t ask clearly for gifts. Over time, this gives donors the impression that most everyone is being helped, but that the organization kind of always needs money. That’s not the impression an organization wants its donors to have!

True story: after Better Fundraising starts working with organizations, many of them receive the following comment with the first big influx of gifts: “I had no idea so many people needed help, and that you could use more money. I’m happy to help!!” Their note is usually accompanied by a larger than normal gift.

Remember, there are other nonprofits currently asking your donors for gifts. It’s happening in their inbox and mailbox of your donors today. So I urge you to Ask with boldness and directness for your donors to send you gifts! You’ll raise more money, you’ll present a truer picture of the need your organization exists to meet, and your donors will love your clarity and directness!

This post is excerpted from the Better Fundraising e-book “Asks that Make Your Donor Take Action.” Download it for free, here.

Why a Good Fundraising Offer Works So Well

Steven | April 15, 2021April 15, 2021Ask

Today I want to talk about Offers. What’s an Offer? The main thing a fundraising piece says will happen when the person gives a gift.

**A Good Offer Serves Your Donors**

A good offer serves donors (and potential donors) by helping them understand, quickly, the difference they can make with a gift.

Always remember: the donors who are reading your mail and email are busy. They are sorting the mail or sorting email. Shoot, it’s even possible they are driving their car.

Your donor is scanning (not reading) your fundraising letter, wondering if your letter is about something she’d like to do today.

She doesn’t have time (or interest) for an organization that doesn’t describe what her gift will accomplish. Or worse, it describes what her gift will do in conceptual terms like “deliver hope” when she doesn’t know exactly what that means.

You know what she likes? Organizations that present understandable problems to her, in ways that are easy to understand. So that in just a few seconds, she can understand what the problem is and know how she can make a meaningful difference with a gift.

Reasons a Good Offer Works So Well

There are four main reasons a good offer work so well…

A good offer is easier to communicate quickly. A good offer can usually be summarized in a sentence or two. That clarity and brevity allows donors to know right away if they should keep reading or not. Donors love that.
A good offer requires the donor to understand less about your organization. Most nonprofits work under the assumption that a donor “must know all about all the things we do, and that we are good at it” before the donor can be asked to give a gift. For your mass donor communications, this could not be further from the truth.
A good offer is more emotionally powerful. Because your letter (or email or event or whatever) is not having to educate your donor about all the things you do, you can spend more time talking about the people or cause in need, the emotions of the beneficiaries, the emotion of the donor, etc.
A good offer tends to be specific. Good offers tend to have exact dollar amounts, so that all donors can see what it costs to make a meaningful difference. And they tend to include specific benefits or services that are provided for that amount. So rather than having to understand all of your programs and mission, the donor just needs to understand one small thing that makes a difference. Donors love that (even though experts don’t.)

Notice how all of those things “lighten the load” on your donors? Notice how a good offer makes it easier for them to understand what their gift will do? And how you’ll be able to tap into their emotions – which are the drivers of all giving?

So Much More to Say…

There’s so much more to say about Offers that we’ve put together an entire e-Book on the subject. Click here to download it for free – and keep telling donors how they can change the world!

How to Make Sure a Low-Priced Offer Does NOT Produce Small Gifts

Steven | February 25, 2021February 25, 2021Ask

Here’s a question I get every time an organization is thinking about using a good fundraising offer with a low price point:

“OK, so our offer is $7. Are we going to get a ton of $7 gifts? Aren’t we going to raise less money this way because our donors are going to give less?”

The short answer is:

Not if your Ask Amounts for each donor are at or above what that donor gave last time.

Let me explain…

Offer Amount vs. Ask Amount

There’s a difference between your Offer Amount and your Ask Amounts.

Your Offer Amount is the cost of your offer – the cost to do the thing you promise will happen if a donor gives a gift. (We’ve talked about how those amounts should usually be less than $50.)

Your Ask Amounts are the amounts you list for your donor to give on your reply card. They often look something like this:

[ ] $50
[ ] $100
[ ] $150
[ ] $_______

Those are your Ask Amounts. (This is also often called “gift ask string” or “gift ask array” but we’re going to refer to them as Ask Amounts for clarity’s sake.)

Think of it this way:

Your Offer Amount is how much it costs for the donor to do one meaningful thing.
Your Ask Amounts are how much you’d like the donor to give today.

Make sense? Still with me?

How Smart Organizations Raise More Money

This is simple to explain, but it takes a bit of work to do. But here’s what the smart organizations do:

They customize the Ask Amounts for each and every donor.
The customized Ask Amounts for each donor are in increments of the Offer Amount.

Here’s what that looks like. Say I had recently given a donation of $100 to an organization. And they were writing me with an offer of “$35 will train one volunteer to advocate for our cause.” My Ask Amounts would look something like:

[ ] $105 to train 3 advocates
[ ] $140 to train 4 advocates
[ ] $210 to train 6 advocates
[ ] $______ to train as many advocates as possible

There’s a lot going on in that example that’s helpful.

First, the Ask Amounts are all in $35 increments – increments of the Offer Amount. Because remember, your whole letter (or email, or newsletter, or event) should be about the Offer. So it will make more sense to your donor if your reply card has amounts that are based on the offer you are writing them about.

Second, the beginning Ask Amount is at or above how much I gave last time. This is key to helping donors give how much they gave last time… or more!

Third, the description text (“…to train 3 advocates”) describes how many of the outcomes my gift will fund. This helps donors know exactly how much good their gift will do. It’s a proven tactic.

To do this, most smaller organizations use Excel to calculate the Ask Amounts and Outcome Amounts (“3 advocates”) for each donor. Then they merge in those amounts onto the reply card.

This takes real work. It’s worth it.

The Benefits to You

When your Offer Amount is low, and your Ask Amounts are at or above how much your donor gave last time, two positive things happen:

More people respond because your barrier of entry is so low. In other words, more people respond because it costs so little for them to make a meaningful difference.
You’ll raise more money because donor’s gifts will usually be at or above what they gave last time.

Increasing the number of people who respond + keeping their gifts at the same size or larger = more money for your cause!

This post was originally published on May 7, 2019 as part of a series on creating successful offers. Use the links below to read the entire series, or click here to download the e-book we created from these posts.

Offer Amount vs. Ask Amount

Steven | February 2, 2021February 2, 2021Ask

Today’s post shares an email exchange with the Executive Director of an organization on the East Coast.

I’m sharing this with you because the ED had a very common fear: if he highlighted a low dollar amount in his appeals and e-appeals he would cause his donors to send in lower gifts than usual.

This fear often happens to organizations who are using a strong fundraising offer for the first time.

The email exchange below helped the ED set aside his fear enough to try what we were recommending. And our conversation helped him understand two helpful ideas:

The “offer amount” is different than the “ask amounts.”
Having a lower “offer amount” will not result in high-value donors giving lower amounts of money.

I’ve placed the emails in the order they were sent. I’ve edited them lightly for clarity and to anonymize the organization.

Hi Frank,
Great meeting today. At the end of our time together it was suggested that we have the offer for our first appeal be based on the cost for one of your team members to learn Spanish.

I would not focus the offer on this. Given the list of powerful activities you guys are doing this summer (working in hospitals, caring for the poor, volunteering in food banks, etc.) I think that learning Spanish is not the most impactful thing in the list that’s included in the letter.

In our experience, the best place to focus the offer is on an outcome or action that your donors will immediately see and feel the value of.

So I’d be working to find the cost to serve in a hospital for a day. Or to serve the poor.

I think those things would be more likely to result in a gift.

Steven

Note: I know from experience that it’s important (and even vital) for members of their team to learn Spanish. However, most donors would be more likely to value the acts of service performed than they would value learning the language that allows for the act of service.

What I’m trying to do is focus the fundraising on the outcome (the act of service) as opposed to focus the fundraising on the process (learning Spanish in order to provide the act of service).

Hi Steven,
I totally get that point. However, the reality is that we don’t pay much of anything for a team member to serve in a hospital or a soup kitchen. All we pay are the travel costs to and from our HQ for the summer assignment. The real costs are the language study which involve sending a team member abroad to learn the language in the actual culture.

This year, we are spending $20,000 for the team members to do language studies. But since the language study is not the real motivator to donors, could we perhaps say something generic like “The average cost of supporting a team member in a summer of service to others is $400.” ($20,000 divided by 50 team members)

What do you think?

Frank

My Reply to Frank . . .

Hey Frank,
Totally get it.

I like how you broke down the cost per team member to arrive at the $400 number. (It’s always a great service to your mass donors to help them see impact.). However, I wouldn’t recommend using the $400 amount because it’s too high. To have the most success, the amount we use needs to be low enough (usually below $50) so that any donor can afford it.

Here’s what I’d do; divide the travel costs for the team members who serve at hospitals/soup kitchens by the number of days served. That gives you the “cost per day of service” for a team member in those places.

Two reasons:
1. As mentioned earlier, the type of service offered in hospitals and soup kitchens is far more interesting to donors (in my experience) so it would be crazy not to focus a donor’s attention there.
2. Because all your organizations pays for is the travel, the “cost per day” is going to be really low. That will feel like a great deal to donors – which is always a good thing. I would even say something like, “Their food and lodging costs are covered, all we need to pay for is their travel and they’ll serve people for the entire summer! And if we write the letter correctly the funds will be undesignated and can be used for all of the team members this summer and anything else your organization needs the money for.
That’s my reasoning. Does it hold water with you?

Frank replied…

Okay. The approximate travel costs for all of the team members is $15,000. If we divide this by 35 (the number of team members doing the service work), and then divide that by 40 (number of work days), that comes to a little over $10 per day, per team member. Since the $15k above include some other things besides travel from HQ to the different cities, e.g. lunch money, commuting expenses to the work sites, etc., I think we could simply say it costs $10 per day to support a team member in their service.
I understand the pitch you want to make. My concern is that we’ll get lots of $10 gifts, but very few larger gifts that will make the mailing profitable.

Can you help ease my concern here?

My reply…

Your concern is reasonable, and I think can ease it.
First, let me call out the difference between the “offer” and the “ask amounts.” The offer is “$10 provides one day of service.” The offer shows donors a) what their gift will accomplish and b) how much it costs to make a meaningful difference.

The gift ask amounts — how much we ask for — will be higher than the offer amount. For example, the suggested gift ask amounts on the reply card will be something like “$30 to provide 3 days of service” and “$70 to provide a week of service” and “$300 to provide an entire month of service.”

When you have a low offer amount and higher gift ask amounts, a couple things happen:
- More people give because the barrier of entry is so low. If we’d gone with the “$400 supports a team member for a summer” offer – that’s a high barrier of entry and fewer people would have given.
- - - At risk of repeating myself but to make a point: if we provide a low offer amount then almost all donors will see that they can make a meaningful difference with even a small gift. This will increase the number of people who respond.
- We have tons of experience seeing that the majority of donors will give about the same amount that they gave last time — or higher. (Will you get a couple $10 gifts? Sure. But the overall revenue is consistently higher.)
I hope that helps. We wouldn’t recommend this technique if we didn’t have a LOT of experience with it working.

Finally, to make this technique work even better, we will customize the gift ask amounts that each donor receives based on the size of their most recent gift. This is done by taking each donor’s last gift, then calculating the appropriate-sized gift ask amounts for that donor, then printing those amounts on each donor’s reply card.

Does this help? Does it prompt any questions?

Frank was still slightly worried that focusing the letter on a low offer amount ($10 provides a day of service) would result in lower-than-normal gifts. However, he was willing to try it once.

And thankfully the appeal was a great success. It raised more money than it ever had before, completely funded the program for the year, and even raised additional undesignated funds.

After a string of successes, the organization now looks for low offer amounts for every appeal they send.

I realize that focusing on a low dollar amount is counterintuitive. But organizations who switch to this approach with their mass donors reliably raise more money than they previously did.

If you’re interested in trying this out for your organization, get in touch!

What to Take Out of Your Appeal

Steven | September 17, 2019September 16, 2019Ask

My last post talked about how when you’re sending appeals, e-appeals, newsletters, etc. you’re doing direct response fundraising.

As you create your direct response fundraising, here’s one rule that has helped me a lot over the years…

Take out everything that doesn’t help sell the offer

Quick reminder: the “offer” is the promise an appeal makes for what will happen when a donor gives a gift today. (You can learn more about offers here in our free eBook.)

Here’s what this means…

Say your letter is asking donors to fund one particular program. Don’t mention your other programs. You’ve just distracted them from why this particular program should be supported today.

Say your e-appeal is asking donors to give to provide aid to a beneficiary group you help. Don’t talk about how your organization is already helping that beneficiary group. You’ve just told your donor that you’re currently helping those people. This means they don’t really need help today (because you’re already doing it!). And that means your donor doesn’t really need to send in a gift today.

Say your appeal letter is asking donors to give a gift to help people in need. Take out any photos that don’t show people in need. By showing images of happy, healthy people you’ve just contradicted your letter that says they need help.

Say your letter is trying to get donors to give a gift today. Don’t spend part of your letter talking about your monthly giving program. You’ve just distracted them from your purpose of getting a single gift.

Finally, a more complex thing to take out. Say you’re telling a story to illustrate why the donor’s gift is needed today. Only tell the part of the story that relates to the offer. You’ll get what I’m talking about from an example that happens all the time in fundraising for refugees. The organization will share a story about a man who lost his wife in a bombing, had to flee the country, endured tons of hardships, became really sick… and then ask the donor to provide “food and aid with a gift today.” The “food and aid” do not solve the problem that the story sets up.

The organization would be better served by telling the part of the story that the offer can help with. They’d raise more money if they shared something like, “He’s a refugee who has endured tremendous hardship. Now he’s in a refugee camp and he doesn’t have enough food for himself or his children. The children are losing weight and having trouble concentrating. He’s getting thinner by the week. Please send food and aid with a gift today.”

Much of that part of the story is a problem that can be perfectly solved by the offer. When you use stories, only tell the part of the story that relates to the offer.

Stay on Target

Keep your letter (or e-appeal, or event script, etc.) about your offer.

Make sure every single bit of content in your letter is there to make your donor see the need for and power of your offer.

Not your organization, your offer.

Take out anything that doesn’t directly lead your donor to say “yes” to your offer.

You’ll start raising more money in your very next piece of fundraising!

Summarizing and Closing This Chapter on Fundraising Offers

Steven | May 16, 2019May 16, 2019Ask

Why write eleven blog posts on fundraising offers? More posts on one subject than we’ve ever done before?

Because your offer is that important.

In every piece of fundraising you send out, what you say will happen when a donor gives a gift matters a LOT. (Our clients’ success is directly related to our focus on helping them develop and deliver great offers.)

Here are the five most important ideas from this series:

An “offer” is the main thing a fundraising piece says will happen when the donor gives a gift.
Some offers work better than others. Your job is to figure out which one(s) works best for your organization.
You’ll raise more if you ask your donor to help someone/something that needs help now. Another way to say the same thing: an offer will work best when there is a current need for the thing that your offer promises. This is radically different from the standard approach of, “Here’s a story about someone we’ve already helped, please support our work.”
You’ll tend to raise more if you help donors understand what size gift is needed to make a meaningful difference.
One of the reasons offers work well is because they cause your fundraising to be less about your organization, and more about your cause or beneficiaries.

“Offers” are complex. But when you understand what they are – and understand how to make good ones – you’ll start raising more money immediately.

A good offer serves donors (and potential donors) by helping them understand, quickly, the powerful difference they can make with a gift. That’s far more important than most organizations realize – and can be the key to your success.

Read the entire series:

Offers for Major Donors

Steven | May 14, 2019May 16, 2019Major Donor Fundraising

Today’s topic is a complex subject. But I’ve done the work to be able to talk about it in a succinct manner.

The topic? Using offers to increase major donor giving.

Three main ideas for you…

Offers for Major Donors: Under-Utilized, but Very Effective

Presenting a major donor with a specific thing that their gift will do for a specific amount of money is a very powerful tactic.

But in my experience, too many nonprofits stop using specific offers when their donors move up and into major donor status. All of the asks move into the generic “support our mission” approach.

Do not remove specific offers from the toolbox you use to cultivate and upgrade your current major donors.

One of the main reasons our major donor consulting practice is thriving is because we help organizations develop specific offers for their majors. Those offers usually result in higher giving and higher retention rates.

There are Two Main Ways to Create Offers for Majors

The first way: use the same offer you use for your mass donor, but in greater quantities.

Instead of “$50 provides supplemental math training to a student for a week,” say “$1,500 provides supplemental math training for an entire classroom for one week” or “$4,500 provides supplemental math training for all the 3rd grade classes at a school for one week.”

All you’re doing here is using large multiples of a smaller offer. But (and this is important) you are grouping those multiples into the right-sized groupings for major donors.

The second way: create custom offers for major donors.

This is often done by reviewing program budgets to find line items at an amount a specific donor might give. For instance, say you’re a community Arts organization and your rent for the year is $20,000. You could say the following to a donor:

“Your gift of $20,000 will provide a headquarters for our organization for an entire year. You’ll make it possible for the entire team to have a place to work together, to meet, and to work to preserve the local Arts and artists that you care about so much.”

Note: this raises an issue of designated vs. un-designated giving, which is not the subject of this post. In my experience, organizations that are set up to raise both kinds of giving tend to have the most success.

A “Donor-Shaped Hole”

I’ve shared the concept of how all of your fundraising pieces should have a “donor-shaped hole” in them: an obvious role for your donor to play in an appeal, at an event, in your organization.

The trick with major donors is to create the right-sized hole for each donor, while not ignoring the fact that some of your majors would like to accomplish specific things with their gift.

That’s the reason offers work for major donors, too. An offer shares a specific need that allows a major donor to support your organization, your beneficiaries or cause, AND feel like they’ve accomplished something specific. For some donors, that’s a powerful combination.

Too many organizations’ major donor fundraising comes down to communicating, “You can give a lot of money, please support us.”

That’s just not as powerful an offer as, “Here’s something powerful and specific that needs to be done to help, will you do this?”

It usually takes more work to create and refine offers for major donors. But it’s worth it.

Read the entire series:

Half As Important

Steven | May 9, 2019May 16, 2019Ask

Good Lord. Why in the world have we written nine blog posts on fundraising offers?

Here’s why:

Donor-centric writing is half as important as your fundraising offer
Organizational-centricity is half as important as your fundraising offer
Your organization’s or ED’s “voice” is half as important as your fundraising offer
How effective your organization is – that’s half as important as your fundraising offer
Your visual brand is half as important as your fundraising offer
How well-written (or not) the piece is – that’s half as important as your fundraising offer

In other words, in your mass donor fundraising, how you deliver your fundraising offer is half as important as what your fundraising offer is.

(Offers are also important for your major donor fundraising, which we’ll talk about in the next post.)

How do we know that those things are about half as important? Here’s how…

The 40 / 40 / 20 Rule

I learned this rule in 1993, and I find it just as true today:

40% of the success of any fundraising is who you are talking to.
- For instance, if you’re talking to major donors, you can expect to raise more money than if you’re talking to non-donors.
40% of the success of any fundraising is the Offer.
- As this blog series has shown, the “offer” of any fundraising piece (letter, email, newsletter, etc.) is what you promise will happen when a donor gives a gift. The better your offer, the more money you’ll raise.
20% of the success of any fundraising is the “creative” – how you deliver your offer.
- This is the writing style, whether you’re donor-centric or not, the typeface you use, the header on your email, etc.

Note that in the list I started off with, all of those things are in the 20%.

All of those things at the top are half as important as whatever offer you’re using.

Here’s What You Should Do

Any time you’re creating a fundraising piece that’s going to all your donors, be more concerned with what your offer is than with how the piece delivers the offer.

In other words, spend more time thinking about how you’re going to describe what will happen when a donor gives a gift. Spend less time trying to sound like your Executive Director, or with getting your grammar just right.

Because most organizations spend most of their time on how they write. On “getting their voice right.” Or on using brand colors. And those things matter half as much as what you promise will happen when your donor gives a gift.

Spend more time on the portion of your communications that makes the most difference. Spend less time on the portion of your communications that makes the least difference.

Read the entire series:

How to Make Sure a Low-Priced Offer Does NOT Produce Small Gifts

Steven | May 7, 2019May 16, 2019Ask

Here’s a question I get every time an organization is thinking about using a good fundraising offer with a low price point:

“OK, so our offer is $7. Are we going to get a ton of $7 gifts? Aren’t we going to raise less money this way because our donors are going to give less?”

The short answer is:

Not if your Ask Amounts for each donor are at or above what that donor gave last time.

Let me explain…

Offer Amount vs. Ask Amount

There’s a difference between your Offer Amount and your Ask Amounts.

Your Offer Amount is the cost of your offer – the cost to do the thing you promise will happen if a donor gives a gift. (We’ve talked about how those amounts should usually be less than $50.)

Your Ask Amounts are the amounts you list for your donor to give on your reply card. They often look something like this:

[ ] $50
[ ] $100
[ ] $150
[ ] $_______

Those are your Ask Amounts. (This is also often called “gift ask string” or “gift ask array” but we’re going to refer to them as Ask Amounts for clarity’s sake.)

Think of it this way:

Your Offer Amount is how much it costs for the donor to do one meaningful thing.
Your Ask Amounts are how much you’d like the donor to give today.

Make sense? Still with me?

How Smart Organizations Raise More Money

This is simple to explain, but it takes a bit of work to do. But here’s what the smart organizations do:

They customize the Ask Amounts for each and every donor.
The customized Ask Amounts for each donor are in increments of the Offer Amount.

[ ] $105 to train 3 advocates
[ ] $140 to train 4 advocates
[ ] $210 to train 6 advocates
[ ] $______ to train as many advocates as possible

There’s a lot going on in that example that’s helpful.

First, the Ask Amounts are all in $35 increments – increments of the Offer Amount. Because remember, your whole letter (or email, or newsletter, or event) should be about the Offer. So it will make more sense to your donor if your reply card has amounts that are based on the offer you are writing them about.

Second, the beginning Ask Amount is at or above how much I gave last time. This is key to helping donors give how much they gave last time… or more!

Third, the description text (“…to train 3 advocates”) describes how many of the outcomes my gift will fund. This helps donors know exactly how much good their gift will do. It’s a proven tactic.

To do this, most smaller organizations use Excel to calculate the Ask Amounts and Outcome Amounts (“3 advocates”) for each donor. Then they merge in those amounts onto the reply card. Get in touch if you’d like a sample Excel file that shows how that’s done.

This takes real work. It’s worth it.

The Benefits to You

When your Offer Amount is low, and your Ask Amounts are at or above how much your donor gave last time, two positive things happen:

More people respond because your barrier of entry is so low. In other words, more people respond because it costs so little for them to make a meaningful difference.
You’ll raise more money because donor’s gifts will usually be at or above what they gave last time.

Increasing the number of people who respond + keeping their gifts at the same size or larger = more money for your cause!