When it comes to lists, the tried and true isn’t always the way to go.

By Alicia Orr Suman

While that statement certainly is true, the problem with a simplistic approach is that it neglects important discussions of gift size, lifetime value, future giving potential and other key ingredients of a successful annual-giving program.

Success hinges not only on what you bring in during this fiscal year; the consequences of the current year’s annual-fund drive programs and their associated list decisions will carry over for many years to come.