Focus On: Lists: Prospecting Lists that Work

FS: How aggressive do you need to be in your direct mail fundraising efforts to maintain and grow your file? What’s your timeframe for recouping those acquisition costs?
KC: Our acquisition goal is a 2 percent or higher response rate coupled with a $10 minimum average gift. That keeps us to where, in terms of our front-end cost recovery, we’re recouping over 50 percent of our outlay in 18 to 24 months.