We could conduct our outreach to prospective donors via email or phone.
We could invite our alumni via direct mail or social media.
We could distribute our impact report digitally or hard copy.
One option is not necessarily more or less effective than another. In some circumstances, outreaching via email may the wiser than using the phone. In other situations, the opposite may be true.
In most cases, it’s not the option we choose that is the primary concern. It’s why we are choosing the option.
What’s the rationale for choice X over Y? Is that rationale grounded in personal preference or convenience?
Or, is that rationale grounded in logic or deep understanding?
Usually, why matters more than what.
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