Focus On: Lists: Get Serious About Your ROI

“Although NSALA’s brand is becoming much stronger nationally, we still experience a lift across local and regional markets,” Wilson explains.

Price also targets recency and gift amount as key selects.

“In testing another nonprofit list, it is always worthwhile to test panels of recency and gift amounts to find the perfect fit,” he says. “By decreasing a $10-plus select to, say, a $5-plus select, you may see a lift in response rate that offsets the lower average gift that you will likely see.”