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You may be able to test an idea that was handed down from on high, but be careful about risking it all on an idea that is based only on the gut of someone who hasn't immersed him- or herself in the current research (step 1) and results (step 2). You may not only miss the mark on your fundraising, but it could cost you professionally, as well.
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Pamela Barden
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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