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Article: Buried leads revisited. (restructuring fundraising direct mail letters)
- Article from:
- Target Marketing
- Article date:
- June 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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CONTROL FOR THREE-PLUS YEARS, THIS AMNESTY INTERNATIONAL MAILING IS THE NEWEST AXEL ANDERSSON AWARD WINNER
Editor's Note: Malcolm Decker, one of America's premier copywriters, sent in a fascinating critique of an Amnesty International letter and suggested a possible improvement. I ran Malcolm's piece in TM's sister publication, Who's Mailing What! The copywriter, Jerry Huntsinger, one of the most respected fund-raising copywriters in America, wrote to say that he had been hired to create the package by the Craver, Mathews, Smith agency; it was a highly engineered letter and had been control for two or three years. I checked our Archive and found that the mailing had ...