Identifying Lists That Work: The Basics

* Name of list.
* Total universe size — the number of names in total that the list contains.
* Universe size to test — this will include geographic parameters, when the donors last gave, and, possibly, segmentation by gender or average donation size (e.g., $50+).
* Description/profile of the list — this describes who this list will target.
* List costs — lists are rented for a one-time mailing or are exchanged. An exchange relationship is where you trade names on one list for another’s.
* Usage — this shows what other mailers use the list, which is extremely helpful information. By analyzing usage, the list broker can identify organizations similar to yours that also mail this list. Some mailers may be your competitors.