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Re: Upfront deposits.

I would ask for as much as possible. At least 50%, but ask for as much as your client base is willing to provide.

I have asked for and received 100% from some clients in the past, this really cemented to me their committment to moving the project forward, and they are then invested in getting the job done (which helps in collecting content – words and images etc – that I have often found in the past to be the cause of some projects dragging on and on.)