Easier Said Than Done: Choose Your Budget-Cut Battles Wisely

It’s possibly true (though it can’t be proven) that someone who’s heard of you is a bit more likely to give a gift than someone who hasn’t heard of you. But that’s not a fact you can take to the bank. For one thing, nobody writes a check when she tells you she’s heard of you — it’s just a thought, an idea. For another thing, as all direct marketers know, the divide between what people say and what they actually do is wide. Since we’re talking budgets here, stuff you can take to the bank is pretty much the whole thing.