As a charity, your most valuable assets are your supporters, your donors. And with more and more charities competing for funds, it is the growth and development of your donor file which will ultimately determine your success or failure.

You might compare a charity acquiring new donors to a business attracting new customers. By acquiring a core group of donors, you develop a donor base that provides repeated financial support well into the future. It is this support which will be the key to your success, enabling you to carry out and expand your important services and programmes for those you exist to help.

In fact just as a business may invest in a factory, by investing in building and developing a solid committed donor base, you will provide long-term support to secure the future success of your organisation.