Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

We have certainly come a long way in the industry, as sustainer programs are some of the most cost-effective and efficient direct-response programs both on- and offline. Habitat for Humanity is a great example, given how it got on the phones after Hurricane Katrina and invited donors to become monthly givers. There are telemarketing firms and direct-response agencies, along with interactive firms, that can now provide tried-and-true tactics and strategies to grow your file. Would I give it a try again? Armed with what I know now, you better believe it!