Exploring the Endless Possibilities of Merge/Purge

White, along with fellow presenter Grecthen Littlefield, president of Infogroup Nonprofit, listed these 10 ideas to take away from their part of the presentation.

1. Prioritize lapsed names in your merge to save cost, and test creative treatments for revenue gains.
2. Test a higher ask string to male names in acquisition. The fact remains that men give more than women. That's changing, but it likely will be 20 years before the reverse is true.
3. Update your housefile with address changes and deceased hits out of the merge.
4. Change salutation to deceased hits. You don't have to stop mailing them, but be very certain to change the name of the person you are mailing in that household.
5. When you become aware that someone on your list has moved, mail to the old address as "resident" because demographics studies show that the new people who live at the address could be very similar in many ways to those who moved out.
6. Mail a "new mover" package.
7. Use individual dupe level, and mail the appeal ask string to a member household.
8. Look at highly interactive lists, and alternate orders in consecutive campaigns.
9. Know your fill-in name pool (modeled, co-op, warm prospects).
10. Put your organization's most "off-limits" list into your next merge and see where the overlap is. That doesn't mean mail to these names; just put them into the test. Once you have an idea how they will perform, use the data to make a case for mailing to them.

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