letter-writing tutor and direct mail expert, shows you the essential tools for making your direct marketing program a success. He gives you both general advice about the most effective direct mail strategies and specific guidance. Learn his step-by-step model through all the critical stages -from laying the groundwork for a prosperous campaign through the importance of thanking donors. Includes new chapters on E-mail solicitations, monthly and legacy giving and free downloads on josseybass.com. Refreshed and Revised: Gain insight into current trends in the field with updated cases, samples, and examples Access more content for small to medium NPOs with limited budgets and resources Learn the latest technology with new sections on typography and lay out

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