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Article: List exchanges: a balancing act to increase revenue, lower costs.(Lists ...)
- Article from:
- The NonProfit Times
- Article date:
- January 15, 2005
- Author:
CopyrightCOPYRIGHT 2005 NPT Publishing Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The economy is tight. Your marketing spending is heavily scrutinized to make sure each dollar is purposefully expended. You have to increase your overall return on investment. Your list is a valuable asset that can be managed as part of your total strategy for fundraising planning. Start with your exchange balance.
Your exchange balance with any mailer should be as close to zero as possible, monitored monthly, keeping the balance in sync with the ongoing fundraising plan.
The estimated cost of a poorly managed exchange balance equates to about 8 cents per name left on the books uncollected and is most likely not usable. Imagine the annual cost when you ...