But be careful when selecting names: Only select current donor names and lapsed donors who you intend to solicit during the campaign. Don’t suppress long-lapsed donors unless you plan to mail them, because they could come back to you through a prospect list.
Tom Hurley is president of the not-for-profit division of DMW, a full-service, direct-response advertising agency with offices in Wayne, Pa.; Plymouth, Mass.; and St. Louis. You can reach him at 774.773.1200; or via e-mail at firstname.lastname@example.org.