12 tips to help you flex your fundraising muscle and build (or rebuild) an effective development office from the ground up.

By Ken Burnett

Giving donors the right choices enables us to segment our donor file not just by the two traditional levels of segmentation — demographic characteristics and past behavior — but by choice, the third level. We would continually ask our donors what they want and do our best to deliver it.

Giving customers choices has become known as permission marketing. A few far-sighted nonprofits have been practicing it for years and getting exceptional results. Nowhere is permission marketing more appropriate than for  nonprofit fundraisers.