The 10 Commandments for Optimizing Fundraising Success, Part 1

Pay attention to the "A" pile theory of direct marketing — when people go through their mail, they have three piles:

• A pile — I must open it.
• B pile — I might open it.
• C pile — Where's the waste basket?

You must do everything you can to get to the A pile. So ask yourself, "If your life depends on your package being opened, what would you send?" Gaffny asked.