R-e-n-e-w-a-l

And increasingly, e-mail is becoming a major part of many renewal efforts. Whether you use e-mail to directly solicit renewed support (as you should for any Internet-generated supporters) or merely to inform recipients about an upcoming renewal mailing, the use of e-mail should not be ignored. FS

Jim Hussey is president of direct-response agency Adams Hussey & Associates, with offices in Arlington, Va., and San Francisco.