Five Things to Think About When It Comes to Donor Files

1. Test! Test! Test! Don't get complacent and mail only to the same tried-and-true lists over and over. Every donor-acquisition campaign should include a number of new lists to test. The number depends on the size of your mailing and the availability of new files that match your donor profile.

2. Consider exchanging names with similar organizations rather than renting your entire mail quantity. Not only will this reduce your donor-acquisition cost, but you will have access to the most recent and responsive names available.