How Conservative Should List Owners Be?
About three years ago, Compassion & Choices, a right-to-die advocacy group, decided to increase its direct mail schedule from four times to six times per year despite difficulty it had in getting lists of politically conservative people likely to go for this particular cause.
But that was before economic times got harder. This has been especially in the world of direct mail fundraising.
So the question comes up: Can any mailer—ideologically driven or not –afford to be so choosy about who rents his or her list?
And what are the list broker’s ethical and financial responsibilities about recommending who should rent or not rent a given conservative list?
For at least the last two years, everybody has seen a decline in direct mail volume whether because of the economy or just because other media are cheaper and quicker.
As we all know, list brokers have been scrambling to make up for the shortfall with many of them talking about thinking outside the box.
But how far is too far?
