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Direct Mail Research Paper

232 Words1 Pages
Direct mail is a powerful way to develop a donor base for many organizations. It is different from a personal letter in that it has no linkage between the donor and the letter signer. There are three areas of focus with direct mail: Prospecting (acquiring new donors), renewals (renewing or upgrading present donors at least once a year), and special appeals (seeking gifts, in addition to renewals, from present donors for special purposes). (PTFR, Sec IV, pg. 256). Once an organization can establish a successful direct mail program, it sees many benefits such as: continuous and sturdy income, recruiting new members to the donor base, acquiring major and planned gift donors, and a broadened constituency. Acquisition is the main use of direct
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