| Abstract: | This paper argues that it is important to choose the right donors to recruit, in order to boost average lifetime donation values. This choice needs to be made by making decisions, before donor recruitment, based on data that are available in the market. A case history is shown, based on a group of charities asking for cash donations, to demonstrate how such decisions may be reached. Finally, there is a discussion about implications for direct mail, other recruitment media, and for charities' fundraising organisations.Copyright © 2000 Henry Stewart Publications. |
