non profit organizations will agree to trade/exchange mailing lists in an effort to acquire new donors through direct mail. Since money does not exchange hands, the cost is significantly less than rentals. Running charges will be imposed by the list broker.

an arrangement between two marketers who agree to swap mailing lists for use in a direct marketing program; applies to lists that are compiled by the firms involved in the exchange (i.e., not rented lists).

Trading one or more lists with another company. This may involve a direct swap, a list for space, or a list for something which is equal in value.