Making Donor Acquisition Less Painful

'Measure twice, cut once'
If a list totally bombs — and it is one you and your list broker really believed in — test it again. It could be a victim of seasonality, your mailing coming on the heels of a big push by the list owner for its own cause or any number of other factors that you can’t control. But if it fails twice, drop it. Don’t hang on to a poor-performing list just because you or your broker thinks it should work.