"Direct Mail Fundraising: Testing the Trends," by Fran Jacobowitz and Kay P. Lautman

Direct mail fundraising hasn't disappeared in the wake of Internet marketing. Find out how to effectively reach potential donors. Authors, Fran Jacobowitz and Kay P. Lautman of Lautman & Company, a Washington, DC-based fundraising firm, specialize in membership and donor development. This article is excerpted with permission from Direct Response Fund Raising: Mastering New Trends for Results, edited by Michael Johnston.

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