Last time I checked, there were 25,000 response lists and 50,000 compiled lists currently on the market. Among all of these lists, you'll find hundreds that work for fundraising appeals. Actually, you likely won't find them. Locating the best names for your mailing is complicated and best left to an experienced list broker.

A list broker is a specialist who researches and recommends lists for you, and manages all the paperwork and other details of renting the list.

An experienced list broker:

• helps you find new lists
• identifies profitable segments on unlikely lists
• helps you create a matrix for testing your mailing against other lists
• negotiates the best prices for you with the list owner
• recommends other media (such as email) to consider testing
• makes sure the list gets to your lettershop on time
• helps you evaluate your response rates, gift income and other results
• manages invoicing for lists you rent

A Typical List Rental Transaction

1. You phone a list broker that specializes in the non-profit sector
2. You describe your organization