‘What does the donor want?’

All important issues. But not the most important. What’s left? You guessed it -- what does the donor want?

If the answer to this question isn’t at the heart of your fundraising strategy, problems will develop with renewals. It’s a statistical certainty.

In commercial direct marketing, we want prospects and customers to buy something -- a product or service. We wouldn’t dream of trying to sell a 2005 Volvo to someone walking into a Harley-Davidson dealership. No matter what the “deal” we put on the table for the Volvo, chances are we won’t make that sale.