Let’s think of a targeted donor group who might be interested in buying fundraising buttons. The trick is to appeal to a smaller amount of people - let’s say 300, but choosing each person to contact carefully.
Contacting corporations they knew were supportive of women’s groups, contacted companies run by women, and campaigned their buttons aggressively at a local women’s college. The fundraiser also sent buttons for several government grants designed especially for groups that help women.
Certainly there are disadvantages to this method - they did not raise awareness about the group over such a wide segment of population as a big group, they still got plenty of “no” responses, and they had to spend lots of time before fundraising in order to determine who to appeal to with their buttons.
Despite this, the second group is likely to have a higher ratio of “yes” answers in a much shorter period of time, because they are appealing to the very people who are most likely to have the inclination and money to support a fundraising center. The advantage of this strategy is:
- The people who were asked were more likely to say “yes.”, because the group was focused and because they gave out buttons. The donors that were appealed to already had some built-in reason for saying yes to supporting the fundraiser.
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