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

By Alicia Orr Suman

Gould warns, “If your success rate on list tests is better than 35 percent, you’re probably not testing enough.”

Nonprofits should remain steadfast in testing of new lists, according to Fischette, who warns, “This is an important and ongoing part of their annual campaign strategy. Testing of new lists with different strategies should be worked on together and discussed by the list broker and the creative team.”