Lethal Mistake #7: Selecting the Wrong Prospects or Spending an Inappropriate Amount of Time Marketing to Each Group of Prospects

Not everyone on your mailing list will make a donation or a commitment so you must try to focus on those prospects that offer the greatest potential. Remember, the “80/20 Rule” applies to donors as well as respondents in other marketing campaigns. 20% of the donors will contribute 80% of the donations. Therefore, the correct course to take is to spend 80% of your time on that 20%. Find out everything that is relevant to your prospects so you have the best possible outcome. Here’s how to make your campaign more effective.