Mary Elizabeth Granger & Associates Inc.

The Answer to List Fatigue: Test, Test and Test Again
January 4, 2005

Don’t get complacent and mail only the same tried-and-true lists over and over again, advises Bonnie Granger, president of Mary Elizabeth Granger & Associates, a list brokerage firm based in Baltimore. “Every donor acquisition campaign should include a number of new lists to test,” she says. “That number depends upon the size of your mailing and the availability of new files that match your donor profile.” Here are some other tips Granger shared recently: * Consider exchanging names with similar organizations rather than renting your entire mail quantity. Not only will this reduce your donor-acquisition cost, but you will have access to the most