Focus On: Lists: Digging For Donors

In acquisition mailings, donor lists tend to be the best performers. However, donors that were sourced from non-donor lists might be the real winners when you measure lifetime value. Track new-donor response down to the list level for at least two years.

Results from acquisition mailings tell only part of the story. For example, donors sourced from automobile club, retirement newsletter and public television lists come in with very solid long-term numbers.