Here are four tips on how a small nonprofit can begin mail fundraising without getting over its head: One of the best ways to get started...

Donors you have acquired — usually, expensively — sooner or later quit responding to your appeals, writes fundraising expert Alan Sharpe....

You have a right to be proud if your company has adopted environmentally responsible ways of doing business. But if bragging rights are...

“There’s nothing wrong with Web-site advertising,” notes newspaper columnist Paul Tulenko. “It’s just that direct mail works better.”...

In a remarkably thought-provoking bulletin, the nationally respected Craver, Mathews, Smith group advises that direct marketers carefully...

The acceptance rate on trial offers is about 85%. Recipients of a direct-mail package usually go to the letter first, then to the folder,...

A two-time purchaser is twice as likely to buy as a first-time customer. A credit or bill-me-later offer will improve results by 50% or...

The late Chicago agency head and author Bob Stone wrote that in his more than 30 years in the marketing trenches these 16 direct-mail...

Your offer is right up there with your list selection when it comes to direct-mail impact. But what factors make for productive offers?...

Use non-envelope mailers as economical ways to stay in touch with existing customers. They know you already. So you need not introduce...

Mail to the right lists Your mailing list is not just a way to reach your market. It is your market, according to mailing authority...

Code customers and prospects separately A mailing to your customers probably will out-pull a promotion to cold prospects by as much as 10...

Direct mail produces orders or inquiries that can result in orders by motivating sales prospects to make conscious decisions to respond....

A lift letter or note is a second, small communication inserted into a direct-mail package along with a multi-page sales letter and...

Lester Wunderman, “the father of direct marketing” and quite possibly the smartest adman ever to prowl Madison Avenue (just ask him),...

“Testimonials from celebrities get high recall scores, but I have stopped using them because readers remember the celebrity and forget...

Strategy — A plan of action, esp. for attaining a goal Communication — The exchange of ideas, messages, or information Strategic...

Marketing collateral is a term for a collection of media used to support the sales of a product or service. Marketing collateral is...

Years ago, marketing consultants (and brothers) Brad and Alan Antin distilled their selling wit and wisdom in a remarkable book, “Secrets...

Who is the piece going to? Identify your target audience for effective marketing results. How will it be distributed? Is the piece going...