Focus On: Lists: Digging For Donors

But even when new lists are not hitting the market, there are still plenty of places where you can find profitable universes. Some of them are closer than you might think.

Take a look at the lists that work well for you. What kind of recency are you using? If six-month names are profitable, have you tested seven- to 12-month, $5-plus names? If 12-month, $5-plus names are profitable, have you tested 13- to 18-month, $10-plus names? Mailing to older names with stepped-up donation amounts is a strategy that works.