I am always amazed, and a bit perplexed, when I receive a call or an email, from an organization I never heard of, asking me to please donate money to them. I wonder: are they shooting in the dark and hopping for best? Or, perhaps they are playing with my Jewish guilt and hoping I will respond generously. In this current era of crowdsource funding, and the many platforms available for organizations to use, it is easier than ever to run a fundraising campaign. Any organization can set up a web page, purchase a contact list of potential donors, and just reach out to every possible donor until they collect their goal. However, I wonder if this is a long-term winning strategy? Organizations MUST make their cause relevant and personal to their donor. Donors are bombarded with fundraising appeals and are being asked to donate to many causes many of which are very worthy. The only way for an organization to differentiate itself from the vast competition and to employ a winning strategy is to engage the donors, and NEVER take the donors for granted. I recently received in the mail a handwritten note, personal, and a picture of the program my funds went towards, relevant, thanking for my support.