Ways to fail
1. Listen to your marketing staff, family, friends, board members, or your “gut”
2. Listen to your donors (even they do not know what will really work)
3. Continue to do what isn’t working just because that’s how your organization has always done it
4. Do what everyone else is doing without any proof that it actually works
5. Do nothing
Ways to succeed
1. Do research to find out what REALLY works (and make sure to ask tough questions to cut through the bullsh*t)
2. Ask colleagues at other organizations what has REALLY worked for them
3. Test it for yourself
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