Rent Smarter, Not Harder

Rent Smarter, Not Harder

Oct. 18, 2005

By Abny Santicola, associate editor, FundRaising Success

The first thing nonprofit organizations should do when it comes to renting lists is understand their market definition. So says Todd Baker, vice president of marketing and brand development for Paulsbo, Wash.-based full-service direct-marketing agency Masterworks. Ask yourself: Are you an organization that's involved in health and human services, the arts, or relief and development? After you have a clear picture of your market definition you can begin by looking at the lists that similar organizations in your category rent. If you're just embarking on list rental, Baker advises taking a look at what lists large organizations such as the American Red Cross, CARE or World Vision are renting over and over again.