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

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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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