List Management

Sure, you want your new supporters to feel welcome, but a welcome package isn’t always the way to go. In a white paper on cultivating new e-mail list members, Eve Fox, vice president of M+R Strategic Services, suggests organizations skip sending welcome messages to new list members. M+R is a full-service consulting firm that designs and runs legislative, media and policy campaigns for organizations. Fox cites data from tests the company conducted for some of its nonprofit clients that show welcome messages to be an ineffective first communication form for newbies. Fox recommends sending new list members a typical action alert or fundraising

Following is a sampling of lists available to reach beauty-industry professionals as potential donors.

Following is a sampling of lists available to reach medical professionals as potential donors.

Following is a sampling of lists available to reach alternative-medicine advocates as potential donors.

A sampling of lists available to reach animal lovers as potential donors.

List hygiene might not be at the top of your list of key focus areas when it comes to building a successful direct-marketing program, but it should be. I think of list hygiene like a car’s engine. It’s not the flashy part of the car, and it’s not something that you might think of every day; but if neglected, it could significantly reduce your car’s performance. To ensure you’re building a solid, clean donor list, use business rules to determine what constitutes a valid donor record. For example, do you need to have a full name and complete address? Or is it

A clean e-mail list is essential for effective e-mail marketing and fundraising campaigns for several reasons. First, if you’re sending out a terrific fundraising campaign, but 20 percent of your list is bouncing, you might hit an ISP’s ‘bounce threshold’ and end up on its blacklist. That increases your expenses, because you’re still paying for those e-mails to be deployed, and decreases your revenues, because a portion of your base isn’t aware that you’re seeking donations. Plus, it will take a lot of painful time and energy to get off the blacklist. Second, a clean e-mail list allows you to stay in compliance with

10. You can use it to get insight on which donor demographics respond best to various strategies. 9. Donor data becomes outdated quickly. 8. Good data will help your organization successfully reach more potential donors. 7. Bad data = missed contributions. 6. Use it to target donors who might be ready to make larger commitments. 5. High-quality data will help you save on direct-marketing expenses. 4. Use it to generate awareness and visibility for your organization. 3. Effectively tracking donor behavior is a direct result of good list hygiene. 2. Two words: generate donations. 1. Because a well-maintained list is crucial for direct-mail success. Tom

If you’re a fundraising professional spending a huge chunk of your organization’s precious development budget on direct mail, these figures should make you sleep a little less soundly tonight.

By ELIZABETH KORSUN and ERIN DOLAN Even in the face of diminishing returns, fundraisers tend to stick with a “safe” group of prospect lists — in other words, donor files. But these days, if you’re only working with primary-market data to grow your membership, you’re fighting a war of attrition. What an organization really needs to flourish is new blood, an infusion of new people excited to learn about how it’s making the world a better place. Americans already have shown how spontaneously charitable they can be. A tremendous outpouring of support for tsunami victims came from a staggering number of American households,