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

By Alicia Orr Suman

“As they say, it’s good to strike while the iron’s hot. Donors who’ve given recently will usually be more likely to give again,” she says.

Pump up performance
A variety of list strategies, including database modeling and analysis and enhancements, could help to identify targets for repeat gifts or gift upgrades on an annual campaign basis. A careful examination of the data in the existing donor base is the first step.