Useful Truths: Apply With Care
No matter how good an idea is, it can hurt you if you do it wrong.
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Jeff Brooks
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Shifting from a volume orientation to a value one is something most nonprofits would be wise to do. Just don’t do it with a chain saw, the way Sweetness & Light did it. Take it slowly. Replace lower-value donors with higher-value ones. Then you’ll get the improved performance you want — and the overall revenue you need.
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