By
Larry G. Raff
and Nelson Checkoway
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direct-mail%20fundraising<%2Fa>%20program%20is%20to%20determine%20net%20revenue%20and%20the%20number%20of%20donors%20you%20keep,%20gain%20and%20lose.%20A%20mature%20and%20well-managed%20program%20invests%20in%20acquisition,%20ends%20the%20year%20with%20more%20donors%20and,%20if%20really%20good,%20achieves%20an%20overall%20higher%20average%20gift%20to%20boot.%0D%0A%0D%0Ahttps%3A%2F%2Fwww.nonprofitpro.com%2Farticle%2Flook-direct-mail-donors-major-giving-planned-giving-prospects%2F" target="_blank" class="email" data-post-id="10272" type="icon_link">
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Assuming that gifts like these are rarely direct-mail-driven ignores a striking reality: Your donor file contains wealthy people who give you money regularly. Even billionaires write $100 checks! The size of their gifts might not elevate them to your attention, but it is your job to find those high-net-worth donors hiding in your file and to do something about them.
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Larry G. Raff
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