Don't Break Your Concentration(s)

Tip No. 1

Avoid the common pitfall of mailing where you have the greatest number of donors. Many organizations make the common mistake of querying their donors by ZIP code, looking at total quantity of donors in each ZIP and then developing their acquisition mail plans around these areas. That may seem like a straightforward and relatively easy way to isolate your best mailing areas, but it is important to remember that heavily populated urban areas naturally produce a higher raw number of donors simply by virtue of the number of people who live there. What is important to look at is the percentage of the households that your donors represent — or donor concentration.