Words to Live By

Huntsinger agrees: “From what I’ve seen in the past few years, live stamps, First Class or nonprofit, test out strong.”

But not every direct-mail planner agrees. Mal Warwick, president of Berkeley, Calif.-based direct-marketing fundraising agency Mal Warwick Associates, says, “In years past, I routinely saw live stamps — especially, live First Class stamps — dramatically improve response. In later years, I saw that approach work rarely with outgoing postage and only on reply envelopes. More recently, I have seen much less evidence that live stamps make a difference.”