Focus On: Lists: Get Serious About Your ROI

Manning adds that one other area nonprofits might explore is the role of exchanges in mail planning.

“Although the exchange activity reduces list-rental revenue, it provides returns with list savings on acquisition programs — and it is an issue that especially affects nonprofit mailers.”

Don’t forget about timing
There are some keys to getting the timing right — renting names when they’re most likely to respond — and avoiding “off” times that might waste your money.