On a Wing and a Prayer

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The retrofit campaign also underscored the fickleness of direct mail response and UGM’s need to look beyond it. Like many nonprofits, the mission is always straddling the fence between sending too much direct mail and not enough. There’s always a fear that a hardcore direct mail program will alienate donors whose mailboxes already are overstuffed. But if you cut back, you’ll likely lose revenue. So how to make that up in the least amount of time?