Monday, September 24, 2012

The importance of listening to donor research

The importance of listening to donor research: et’s start from the beginning. Common knowledge tells us that regular giving is better than cash donations. We all know it; it’s our shibboleth.

Except of course we don’t, really. We can measure only what we record; and as long as there are anonymous donations we will never know the value of any donor. Unless 100 per cent of income – tins, events, gifts in kind, retail donations and purchases, sponsorship and legacies – can be tracked back to an individual and the complete behaviour of every don

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