The Gift CycleSetting the Foundation
A fundraising shop does not just ceaselessly ask people for money. There is a lot of strategy behind crafting a message, coming up with an annual plan, and so on. It isn’t rocket science, but it’s important to know that a lot of thought has gone into those appeals you get in the mail, or those phone calls you get between 5 p.m. and 9 p.m. local time.1 They were timed that way on purpose. Your efforts must be just as well planned. While annual planning and strategizing are not the primary focus of this chapter (we’ll cover these topics at great length in Chapter 6), they’ll give you a backdrop for thinking ...
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