In a perfect world, choosing the right lists would be easy.
But it’s not a perfect world.
There are many factors that can influence list performance.
First of all, in most cases a direct response list will outperform a compiled list.
Be wary of a list with a fancy name that is short on information.
Where did this list of two million Jewish donors who give an average of $150 per donation come from? Is there any Jewish organization with two million donors? You know the answer, so skip this list.
Some lists would seem to be a perfect match for your organization but a few questions first: Does the organization actively mail? How often is the list updated? Is everyone on the list a donor, and if so, are there recency or dollar selects?
Also, list have cycles: they become popular, get overused and then perform poorly and lose popularity.
A good list broker with lots of experience in the Jewish market can help answer your questions and steer you in the right direction. Take advantage of the consultation that a good list broker will give you at no charge.
David