Smart Acquisition List Selection

3) If you have a mature program, look beyond the first gift. Analyze subsequent giving to help you evaluate -- on a list-by-list basis -- how long it takes to recoup your initial investment and your two-, three- and four (plus)-year lifetime value.

4) Rank lists according to your goals -- typically, some combination of lowest cost per donor, highest response rate, income per thousand pieces mailed, average gift or lifetime value.