Think about the responses from your latest campaign. What’s your mental picture of those responses? Are they digits on a spreadsheet – depersonalised, abstract, numerical. Or do you picture real people with a todo list as long as yours, struggling to find a way through some tricky issues. Imagine what might happen if you asked him “how might I help?” rather than “why haven’t you bought something yet?”.
So the next time you’re looking at the reports from your campaign, stop for a moment. Do you want to help him, or simply want to count him?