Don't Break Your Concentration(s)
Your donors are not homogenous. Some organizations that suffer from not having a clear picture of their donors insist that their bases are homogenous and that they will not see concentrations that would warrant a change to their mailing strategies. As evident in Figure 3, geographic concentrations (or absences) of donors are almost always evident — whether it's a product of your past fundraising efforts, event locations, your online presence (or lack thereof), your program's service area or competing charities' presence. The darkest green areas represent the highest concentration, followed by lessening penetration levels (indicated by lighter green to yellow shades).
With ever-increasing production and postage costs, nonprofits need to continually fine-tune their prospecting efforts in any way they can. With minimal investment of time and money, you will likely find the best "fishing holes" within your market area.