How to Lose Your Major Donors
Treat your best donors right — but don’t assume you know what that means until you’ve tested.
But don’t take my word for it. I’ve described a typical program for most donor files. Yours could be different. Test everything you do. Know for sure whether the changes you make help or hurt.
When you’ve discovered the right treatment for your major donors, you can turn your attention to your lowest-performing Uncle Jeff’s Greaseburgers. That’s the one where the formula doesn’t work. That’s where you need to make the big changes! FS
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