Nonprofit professionals share insights into acquisition-list selection strategies.

By Alicia Orr Suman

FS: What are some keys to making non-core lists work for your prospecting efforts?
SMcK: In fundraising (and this sounds very simple, but it’s 100 percent true), we are seeking people who read the mail piece and then write and mail a check. [With] catalog lists, a “cash” select versus a “credit card” select will make a big difference. (A catalog has to have a meaningful universe of “cash buyers” though, or it’s not worthwhile as there would be insufficient universe to continue on).