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There is a class war playing out in mailboxes across America. It’s not necessarily a socio-economic conflict, but one of technology and the ripple effect on what enters our hands via the mail. If you look inside any mailbox today, chances are its contents will look very different than just five years ago. Technology and economic factors, including the recent changes in postage rates, have conspired to change how we use, produce and respond to mail.
Technology, long the proverbial double-edged sword, has allowed us to develop innovative packages and strategies that were unthinkable just a handful of years ago. And the Internet has forced many direct marketers out of their comfort zones, and helped redefine the art and science of direct marketing. Each year we have seen its influence become more pronounced as we are drawn to the ubiquity and the seemingly limitless possibilities of this shiny, relatively new medium.
Direct mail fundraising brings nonprofit organizations millions of dollars of gifts every year, and the numbers continue to grow. It has evolved into a highly refined art, if not a science. These steps sum up the basic principles used by the most successful nonprofits in their fundraising mailings.