Imagine that you board a plane and just when you have reached altitude, the pilot comes on over the microphone and tells you that although you are scheduled to land in two hours, there is no fuel gauge. The pilot tells you they are optimistic and determined to arrive on time anyway. Would you believe me if I told you this is the way many organizations start their capital campaigns? It’s true!

Knowing how much fuel is in the tank is critical before flying an airplane. Similarly, knowing the gift potential in your donor database is critical information before launching a campaign.