Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy

9. Market smarter.
Market with greater precision. Take precise aim at your best fundraising sources — you know, the ones on the list you don’t share with anyone. Spend the additional time up front, and don’t waste hindsight expense by going after people on the edge who “may possibly donate if they are in the right mood and if they feel like it that day.” Dig deep. Aim for the low-hanging fruit: solid-performing lists that are your “most likely” contributors.