October 3, 2002

Reading Donors

By Brad Wolverton

Some charities find surveys help them better understand and retain supporters, but others say they don't pay

A year ago, Food for the Hungry spent $15,000 on a telephone survey of donors and those who might give to the charity. As Matthew Panos, vice president of ministry partnerships and resources, was poring over feedback from the 500 respondents, he was especially struck by one finding: Almost half of the survey respondents said they listened to Christian radio stations at least

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