ProSpeak: Where Lies the Future of Digital?

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

2. Be willing to cut your losses
It’s scary, but we must let go of the way we have always done things. Nonprofits have a hard time understanding that their databases of donors, members or potential customers may not be worth anything anymore. Few are comfortable with the prospect of dumping 75 percent, 50 percent or even 20 percent from their rolls, but it’s time to recognize that too much effort is being directed toward prospects who are unlikely to convert. The Pareto principle, or 80/20 rule, tells us that 80 percent of donations typically comes from 20 percent of donors. Accepting this rule of thumb goes a long way toward helping nonprofits and other organizations cut their losses and move forward.