Breathe Some Life Into Your Annual Campaign

“Sixty percent of the success of any direct mail effort is the result of the list, so it’s important to spend the time to find the right lists,” asserts Kerry Fischette, senior account executive of list firm MKTG Services in Newtown, Pa.

A concern is that many nonprofits will send their annual appeal mainly to housefile names, “ … with perhaps a few high-quality outside prospecting lists that have proven themselves in the past, and a few tests thrown in,” says Jerry Gould, president, Conrad Direct Inc., a list brokerage and management firm in Cresskill, N.J.