Focus On: Lists: Prospecting Lists that Work

Here are some other questions to consider as you examine those lists:

• Look at the continuation usage of the list. Has a competitive organization used the file?

• Is the editorial content of the publication or the product offerings parallel to the organization’s mission? The closer the tie, the better the results.

• Are the demographics comparable to the current donors?

• What is the source of the names? Direct mail-generated names will be better performers than a controlled circulation file, all other things being equal.

The mantra of direct marketing professionals everywhere is test, test, test, and that, Hubbard says, is the road to successful prospecting.