Focus On: Merchandising: Show 'Em Your Wares

Nonprofits make extensive use of rented lists when prospecting for donors, and it’s no secret that the mailing-list universe is shrinking. However, cataloging is one way for nonprofits to cope with that fact.

“For most nonprofits that rely on direct mail appeals, be it straight or premium based, their potential donors come from renting or exchanging [names with] like-minded nonprofit direct mailers and, secondarily, through cataloger and publisher files,” says Kevin Price, director of fundraising for the list brokerage and management firm of Mokrynski & Assoc.