A Multi-Level Approach to Lists

Constant list testing requires a balance of, “about one-third core lists, one-third just on the fringe of our universe and one-third testing outside the box to try to break into new lists,” Walter says. “We’re always trying outside-of-the-box lists, and occasionally we’ll get a hit off of one.” But when looking for prospects, it’s the tried-and-true lists of donors to like-minded organizations and subscribers to like-minded magazines that are Heritage Foundation’s mainstays.