The Perfect Recipe for Donor Prospect List Segmentation
4. Carefully stir in the selected outside lists. As with all quality ingredients, some will cost more than others. However, that doesn't mean you should only select the most expensive lists to include in this recipe. Here, look into testing different layers of each list. Be sure to include the following areas:
- Exchange or rental — When prospecting on outside lists, first exchange lists with other similar organizations, as that will help boost the overall net. NOTE: You will only qualify for exchange rates if you make your house list available for exchange. After exchanges, add rentals. This steps lets you prospect to donors if your organization was not able to receive donors on exchange.
- Recency: three, six, 12 or 24 months — Always select the most recent donors who have given (i.e., zero-three months) to the particular organization whose list you want to rent. Don't be afraid to test into deeper ranges of recency.
- Demographics: gender, age or dollar — Serves as a handy way to narrow quantities from large files during the ordering process. Remember, female donors older than 50 are the most responsive prospects; they will respond to almost anything. Finding those same female donors who regularly contribute more than $50 is even better!
- Geography: state, sectional center facility (SCF) or ZIP code — For smaller organizations, this select might be the most important one to test. Start by targeting your core geographic area. Then, immediately expand to a nearby territory, such as neighboring ZIP codes, SCF ranges or entire states.
Adding any of the above selects is a great way to tweak a tier three or lower segment into a tier one segment. However, it comes at a cost. Getting too carried away can hurt the segment. Make sure to stir well to prevent uneven results.