One of the questions that came up several times on the recent survey was how to know who to send a fundraising letter to. Marc Pitman describes the three ways to determine if someone would potentially donate to your cause.

Capacity to give
Philanthropic nature (generosity)
Interest in your cause or organization

Once you’ve determined that someone enjoys supporting non profit causes, has the ability to give and is interested in your cause you will know that they are a good candidate to become a supporter. By sending repeated mailings as well as telephone calls and other personal contacts you will increase the liklihood not only of an initial donation, but of repeated donations and participation in your organization.

Find out more:
FUNDRAISING BASICS: Get R.E.A.L.! Peer Reviews & The CPI Index
Audio Interview with Marc Pitman
Fundraising Letters Q&A Audio Seminar