Donor Focus: Gays and Lesbians

But as Knoebel attests, addressing the gay community by direct mail — as opposed to advertising in the gay press — requires complete discretion.

“It runs counter to what you do in direct mail. You try to make the most direct connection you can on the outer envelope so it gets opened,” Knoebel says. “Here, you must be more subtle, or the recipient might think you are ‘outing’ them in the mail.”