What?s important? That?s a great start to a question, but how you end the sentence is what matters most to your success. So, at your organization is it ?to me?? or ?to my donors??

Penelope Burk?s research says most donors don?t care about seeing their names listed in your newsletters. What they do care about is whether their name is spelled correctly.

You expended a lot of time and cost putting their names in your newsletter. So, what?s the best expected return on your investment – No calls from donors complaining that their name was misspelled.

Should you stop putting donor names in your newsletter? There is only one person who can answer that question?your donor. Start asking the question, ?What?s important to my donors??

You will save yourself a lot of time and money, and most importantly, you will have a happy donor.