As one of the founders of modern fundraising, Redmond Mullin left us a huge amount of his knowledge in his books. Redmond’s Ladder of Effectiveness is a simple approach to segmentation where the methods most likely to work for a given set of segments are applied in an order where they reinforce each other.
What Redmond has done that is particularly interesting is to use his experience to score how effective each approach will be. In short, the ladder gives you an idea of what you can raise using each technique or what you might lose if you get things wrong.
In this blog, Mark Phillips explores this idea further.