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

By Jerry Huntsinger

Later, the mistake turned into a series of legitimate tests, and in every instance where the brochure was tested against the letter with no brochure, the brochure lost. The designer never again worked in the direct-mail industry — or so the story goes.

Making it to the couch
All legends start somewhere, and the veracity of the origin is less important than the moral of the story.