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D.C. Nonprofit Conference Roundup: Getting the Most Out of Lists to Improve Direct Mail Acquisition Results

February 9, 2010 By Tiffany Neill
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I offered a case study of an organization that used list optimization to improve donor value. It didn't focus on increasing the response from acquisition, but rather sought to increase average acquisition contribution by excluding prospects who were likely to contribute $5 or less. Modeling techniques made it possible to identify these prospects, eliminate them from mailings, and then alter the package to appeal more to the higher-value donors.

Tiffany Neill is partner at Lautman Maska Neill$ Co.


 

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Most Recent Comments:
Richard Goldberg - Posted on February 09, 2010
I recently made 10,000 names available to a friend to add to his small cadre of contributors. Together we collaborated on the letter. When I received a copy of the final package in the mail, I was disappointed. The package was very unappetizing. A few weeks later he called to let me know that the list was not as productive as he hoped for. Up to that point , he received 11 contributions totaling $1600 (which included a $500 check). No contribution was less than $10.

Your article, while on target that the list is important, no one should loose sight that the package has to be attractive and enticing.
Click here to view archived comments...
Archived Comments:
Richard Goldberg - Posted on February 09, 2010
I recently made 10,000 names available to a friend to add to his small cadre of contributors. Together we collaborated on the letter. When I received a copy of the final package in the mail, I was disappointed. The package was very unappetizing. A few weeks later he called to let me know that the list was not as productive as he hoped for. Up to that point , he received 11 contributions totaling $1600 (which included a $500 check). No contribution was less than $10.

Your article, while on target that the list is important, no one should loose sight that the package has to be attractive and enticing.