The Power of Co-op(eration)
● Objection No. 1: My board, CEO or supervisor does not want to participate because our names are unique and the organization doesn’t want other direct marketers mailing them.
Remember where your donor names originated? They came from lists of organizations that are rented and exchanged with your organization and numerous other organizations. Therefore the names on your donor file are not unique to your organization despite what some may think.
The fact is that your names already exist within a large co-op because any name from a new participant’s file must match a name already in the co-op in order for the name to be included. Names that do not match a name already in the co-op are not added. That is why, as noted earlier, all names in a co-op are multibuyers. As a result, your “unique” names do not go into the co-op.
● Objection No. 2: My names will be overused by similar organizations and become fatigued, thus diminishing results of my housefile appeals.
No single list is used as a whole. The model does not know on which lists a name appears since a single name is on multiple lists. A significant benefit of a co-op is that models are applied across the entire co-op universe, not individual lists, to identify and rank the best prospects based on the desired characteristics for a particular participant. A selection of 2 million prospects from a co-op database that contains 200 million-plus individuals represents less than 1 percent of the entire database.
Whether you are already part of a co-op or thinking about joining one (or more), take advantage of the many prospect and housefile models available. Co-op staffs are experienced direct-marketing professionals who will help you improve your fundraising results using the latest modeling techniques, resulting in greater efficiency and more net income.