Easier Said Than Done: Secrets for Maximizing Your Net Revenue
Secret No. 2: Ask less
You can save a tremendous amount of money by sending less mail to people less likely to respond. Two facts can help you do that:
● The strongest indicator of likelihood to respond is recency. The more recently someone gave, the more likely she is to give now. A donor who has given within the last three months is many times more likely to give than one who last gave 12 months ago.