Margaret Guellich

While the Internet is becoming increasingly more important to nonprofits, direct mail remains the primary source for acquiring donors. As such, fundraisers have been pressed to expand their list testing activities to support their postal address needs. Target Marketing spoke with Margaret Guellich, senior director of development for American Life League, a religious-based pro-life organization, about what list strategies are working for her group right now. Target Marketing: What are your top obstacles to finding successful list sources? Margaret Guellich: Several challenges occur to me: • Age of the donor is high in the charitable market, so finding prospects who are younger—in their mid

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

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