Identifying Lists That Work: The Basics

Publishing lists are subscribers to a magazine or continuity club. Some examples of publishing lists include Time Magazine, Book-of-the-Month Club, and Martha Stewart Living.

Another type of list that a fundraiser can mail is called a compiled list. Compiled lists are aggregates of mass amounts of data derived from public sources. These public sources include automobile registrations, driver’s licenses, warranty cards and the phone book. Compiled lists work well as response lists; however, they have their place for regional offers, data modeling and data overlays (e.g., if your organization wants to overlay age on your house database records).