Three Quick Tips for Small and Regional Fundraisers to Improve List Performance

3. UNDERSTANDING RECENCY
Do your homework with respect to hotline names on direct-response lists. List owners charge premium prices for hotline names - the new donors, member or other additions to a file as of the most recent list update. Unfortunately, the three-month recency that you are paying a premium for is not necessarily the most recent three calendar months. In actuality, you may be getting names from the three months immediately preceding the last update.