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Pete Carter
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Is direct mail really “old school”? Well, if “old school” means communicating your offer in a compelling manner, using conversational but appropriate language, and always including a clear call to action, then yes — direct mail is guilty as charged. But the new kids on the block — those electronic marketers — should study the old-school curriculum carefully!
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Pete Carter is principal/senior vice president of CCAH in Arlington, Va., an award-winning direct marketing firm specializing in nonprofit fundraising. He can be reached at pcarter@ccah.com
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