Demystifying Exchanges

Demystifying Exchanges

Oct. 18, 2005

By Dina Fanelli

A list exchange is the trading of names on a one-to-one basis, usually for the same recency and dollar value.

Is exchanging right for you? There are many questions that need to be answered before delving into the realm of exchanges. Analyze your donor file. Most organizations exchange in a range of 12 through 24 months, $5 to $24.99, $5 to $49.99, or $5 to $99.99 active donors. Some mailers might choose to also exchange their former donors, subscribers, mail-order buyers or whatever file they have at their disposal.