You’ve seen those little signs — they’re in every hotel room these days. “Dear Guest,” they say, “Bed sheets that are washed daily in thousands of hotels around the world use millions of gallons of water and a lot of detergent.” The card then goes on to urge you to give some indication that you don’t want your bedding or towels taken away to be laundered.
Presumably millions of small gestures by hotel guests have by now added up to a staggering amount of savings in water, energy and detergent.
It reminds me of what predictive analytics does for a mass-contact area of operation such as Annual Giving. If we all trimmed down the amount of acquisition contacts we make — expending the same amount of effort but only on the people with highest propensity to give, or likelihood to pick up the phone, or greatest chance of opening our email or what-have-you — we’d be doing our bit to collectively conserve a whole lot of human energy, and not a few trees.
With many advancement leaders questioning whether they can continue to justify an expensive Phonathon program that is losing more ground every year, getting serious about focusing resources might just be the saviour of a key acquisition program, to boot.