Focus On: Lists: Get Serious About Your ROI

Kevin J. Price, director of fundraising at list-management firm Mokrynski & Associates, Rich-mond, VA, says the keys to finding the best lists for his clients include:

• understanding the mission of the nonprofit mailer;

• knowing the donor base and the demographics and psychographics of the donors; and

• working closely with creative on program strategy.

“Some nonprofits raise donations through only straight appeals and others through premium-based appeals. These attract different types of donors and gifts,” he explains.