Don't Break Your Concentration(s)
Zeroing in on your donor hot spots can help you raise funds even in times of economic uncertainty.
Tip No. 3
Demographics do matter. Take a look at the demographics within the ZIP codes that are not currently part of your mail plan. You may be missing some small gold mines. For instance, let's say that your typical donor is a highly affluent older woman. Identifying ZIP codes with high concentrations of your donor's look-alikes can provide you with great areas to test into. For example, given your donor's demographic characteristics, the first set of ZIP codes in Figure 2 are much more attractive — demographically — than the second set.
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