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Developing A Direct Marketing Investment Strategy: For Non-Profit Fundraising

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Executive Summary

Typically direct marketing considered a vital component in the overall operating plan is considered a process of solicitation. Think about how others communicate to you, your family or to your business. Traditionally the telephone and direct mail come to mind. Both account for the majority of solicitations and remain effective today. Thru the internet and use of e-mail new touch points have emerged and must now be considered as tools for direct communication. Large and small charities alike engage in direct marketing in one form or another to their target audiences with specific goals in mind.

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