Do brochures — long accused of lacking intimacy — have a place in direct-mail fundraising?

By Jerry Huntsinger

“If they let us in the house, we’re just about 50 percent there. But if they let us sit down on their couch and pet their mangy dog, and if the conversation goes on for more than 10 minutes or so, and if they say it’s OK for me to light up my pipe, the only thing that could prevent a sale is their personal lack of credit.”