Focus On: Lists: Get Serious About Your ROI

“If those nonprofits that are closely aligned to your mission appear on the usage, there’s a strong likelihood that the file will work for you,” he adds.

Heather Maylander, senior vice president at American List Counsel, a list brokerage and management firm in Princeton, NJ, agrees: “Usage is important to examine, including the creative of mailers who continue to use a particular list.”