Five Levels of Giving

1. Those who give without even being asked.
2. Those who need to be asked— but when asked will make their gift.
3. Those who need to be persuaded— and once persuaded will make a gift.
4. Those who need to be persuaded— they may or may not make a gift.
5. The inert fifth— they will never make a gift. There is no philanthropic intent.

Spend 80% of your time and effort cultivating the top three categories.