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Article: The road home: direct mail fundraising.
- Article from:
- Campaigns & Elections
- Article date:
- May 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Campaigns & Elections, Inc. 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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Mail from an individual will always do better than institution mail. Donors feel more connected to an individual and give more freely to an individual than to an entity.
All roads lead back home. Never has this been more true than in direct mail fundraising.
When politicos talk about trends in media or campaign strategy, you will see a definite new course in what is working with the targeted audience. However, when you talk with direct marketing professionals you discover the old rules are leading the way into the 21st century.
I was set to write this article about a new trend we discovered during this past election cycle. But taking the time to ...