Spinning Date Into Donor Gold

While trusting its models to filter out the best prospects and using net-name arrangements with list brokers, CRS can now safely mail to a pool of 2.5 million to 3 million potential donors for any given prospecting campaign — instead of previous drops that rounded out at 1.5 million.

“We simply accept that we’ll have a somewhat lower response rate, with the same average gift,” Whorton says, commenting on the nature of compiled lists. “We’re pleased with that because it will allow us to mix up our acquisition program over the year and mail to more new names.”