Cover Story: Faith-based Fundraising

SECTION II: Lighten Up on List Loyalty

Try a new tact: Political givers, magazine subscribers, etc., might be receptive to you faith-based appeal.
By Scott Faircloth

List selection remains the linchpin of any direct-mail campaign. You can have a great organization, an award-winning mail piece and top-notch marketing copy, but poor list selection will sink your efforts quicker than any other single factor.