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

By Alicia Orr Suman

“Look with greater skepticism, both in the housefile and prospecting lists, on volunteers, activists, attendees and product buyers who do not have a record of institutional mission giving.

“The average dollar is the most significant quality variable in new donors,” he adds.

A higher-dollar gift is a measure of greater commitment to your cause and a key indicator of upgrade potential, Gould explains, adding “so on test lists, select the highest dollar practical. [You may need to sacrifice some short-term response.]”