Five attempts is a plan, not a rule

We normally give a social-media lead about five attempts. We do not stop merely because a spreadsheet reached five.

The live contact rate decides

Social leads now contact at around 45%. If a campaign is sitting at only 39% after the planned attempts, we may give the list another pass. There may still be real conversations left in it.

Margin is not the only promise

Another pass can reduce or remove our margin. In some cases I will even lose money to make good on the result I told the client I would return.

Persistence must not become annoyance

These are people who raised their hand through social media, not dead random numbers. The plan must balance reaching them with protecting the charity from becoming the organisation that will not stop calling.