DMW has introduced its Profitability Potential Index for nonprofit organizations.
The index is a tool that charities can use to assess the productivity of a particular mailing list. It weighs response rate with average gift to help nonprofits choose the lists most likely to yield new donors at high donation levels, according to DMW.
Nonprofit organizations such as public broadcasting stations and the American Humane Association are using the index to increase their donor bases.
Wayne, PA-based DMW is a Dimac marketing partner and direct response agency.