Focus On: Lists: Get Serious About Your ROI

“Those who are aggressive eventually reap the benefits of breaking into new markets, especially since we are seeing an overall universe decline in many markets,” she says.

Price suggests that the more a mailer understands the characteristics of its donors, the more likely it is to unearth hidden list nuggets. For instance, mail-order buyers of upscale travel-related products or subscribers of travel publications could be successful prospects for organizations whose file is comprised of affluent, older donors who travel frequently overseas.