When it comes to lists, the tried and true isn’t always the way to go.

By Alicia Orr Suman

Says Gould: “Lifetime value analysis of your prospect lists is an excellent strategy. It involves keeping track of original source-code and mailed-quantity information for several years so that you can learn which lists and market segments produce the most profitable donors — and the most repeat donors — over the long term. Many organizations track lists in this way for at least four or five years.”