A Multi-Level Approach to Lists

With the goal of improving response on its own housefile list, Heritage has tried a number of strategies to bump up the effectiveness of its annual campaign. Says Walter: “We’ve always come back to two primary factors as being key: 1) the size of the initial gift needs to be beyond the $20 to $25 price break; and 2) new members need be brought into annual giving through a new-member program.”