Focus On: Lists: Get Serious About Your ROI

“After all, your donors are consumers — you just need to understand what type of consumers,” he says.

Choose selects wisely
The right mix of selections can make good lists work even better, so be sure to examine what selects are available on each list you rent.

NSALA always looks to the “tried-and-true selections like recency and [gift] amount,” Wilson says. But the organization also tests some marginal lists by using geography as a select.