Many common assumptions about donors are just plain wrong,
hence charities shipwreck financially and fail to grow. Get it right from the
start, with this "truth stampede." World-sourced from top experts by
Tom Ahern, you'll learn what are acceptable response rates for direct mail
appeals and donor newsletters. You'll learn why you should hang your entire
fundraising program off just one metric, Lifetime Value (LTV). You'll learn why
monthly donors are preferable to annual donors. You'll learn why bequest donors
are (usually) preferable to major donors.
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