Catholic Near East Welfare Association

List Exchange for Nonprofits (487 words)
March 1, 2003

By Lisa Yorgey Lester A list exchange is an agreement between two mailers to make their lists available to each other on an even trade basis, rather than charging the usual rental fee. A mailer may consider such an arrangement if it's getting a good response on a list, but the cost of the list is not efficient, or a mailer with a similar audience or with whom you share an affinity doesn't make its list available for rent. For these reasons, list exchanges are frequently used by non-profit organizations for donor acquisition. Here, Margaret Guellich, a certified fund-raising executive who has worked for