Focus On: Lists: Prospecting Lists that Work

Even compiled lists are now performing better and might be worth another look, experts say. Mimi Natz, director of media for The Domain Group, a Seattle-based direct mail agency that works with nonprofits, says she’s constantly looking to databases for information to use for modeling lists.

“When it comes to profile analysis, straight demographics is just too broad a measure,” says Natz, who argues that psychographic data sources are much more useful. “We look at not just who they are in terms of age and household income, but also what are their lifestyles and their interests.”