by The Open University
Available in 24 free installments
Owner:
The business of knowing your prospects so that you can address your request to their particular motives, aspirations and concerns is even more challenging when you are dealing with large numbers of people.
Here are some relevant questions:
Are you seeking contributions from new or existing donors?
If you are targeting existing supporters, are you aiming for the broad mass with a general appeal or focusing on a more restricted number who can be expected to make substantial contributions?
Do you want to appeal to different groups of supporters in different ways or for different forms of support, within the same campaign?
These questions can involve difficult trade-offs. Having said that, always bear in mind that people don't always line up neatly in segments. People are rightly resistant to being pigeon-holed and the terms in which you think of them may be very different from how they think of themselves.
Original Copyright © 2007 The Open University. Now made available within the Creative Commons framework under the CC Attribution – Non-commercial licence (see http://creativecommons.org/licenses/by-nc-sa/2.0/uk/).
