A study of affluent donors performed by the Center on Philanthropy at Indiana University, sponsored by Bank of America, reports in 2007, even prior to the economic issues of the past two years, that 38% of donors surveyed stopped supporting one charitable organization that they had previously supported and 26% discontinued support of at least two charities with which they had a prior relationship. The top three reasons donors reported they stopped giving to a particular non-profit were, “No longer feel connected to the organization” (57.7%), “Deciding to support other causes” (51.3%) and “Feeling they were solicited too often” (42.3%). Non-profits, especially in the current economic times, need to strive to understand and engage their high-end donor base as never before.