Focus On: Lists: Prospecting Lists that Work

Consider your “ask.”
The first step to maximizing the potential of any direct mail donor-acquisition program is to determine the right kind of names for your kind of appeal. Matching the list to the “ask” is one part of the list-selection process, says Denise Inglisa Hubbard, the senior vice president of MKTG Services, a relationship-marketing firm based in Newtown, PA.