Don't Break Your Concentration(s)
Zeroing in on your donor hot spots can help you raise funds even in times of economic uncertainty.
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Amy Houke
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Tip No. 4
Your donors are not homogenous. Some organizations that suffer from not having a clear picture of their donors insist that their bases are homogenous and that they will not see concentrations that would warrant a change to their mailing strategies. As evident in Figure 3, geographic concentrations (or absences) of donors are almost always evident — whether it's a product of your past fundraising efforts, event locations, your online presence (or lack thereof), your program's service area or competing charities' presence. The darkest green areas represent the highest concentration, followed by lessening penetration levels (indicated by lighter green to yellow shades).
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