Demystifying Exchanges

How large is your file? If you're only working with a few thousand names, it might not be worth exchanging your active names. Your donor file would have to be turned completely several times a year in order to pay back names owed. For each turn, 100 percent of your donor file has been exchanged with other organizations. This might fatigue your file much quicker. On the other hand, if you're working within a very tight niche, it might be worthwhile to exchange with a handful of similar type mailers to gain access to a pool of great prospects.