Inspiration or Perspiration?

How do fundraisers make decisions? On data? Intuition? Inspiration? From what I've seen it's definitely more intuitive than data-based — maybe because as fundraisers we think we're more about hearts and minds as opposed to the black and white. However, the causes for which we raise money depend on donors' cold hard cash, as well as the time and talents of a volunteer workforce. So should we be adding data-based analysis into our decision-making processes?