AFP Booklet Addresses Ailing Donor Files

Many organizations that have poorly performing files are not adequately investing in new lists, resulting in meager prospect-response rates and low new-donor retention rates, writes Margaret Guellich, CFRE, senior director of development for the American Life League, in her new booklet, “Reviving Your Donor File: Prescription for a Healthy Direct Marketing Plan.” The booklet recently was released as the fourth in the Association of Fundraising Professionals’ Ready Reference Series.