Words to Live By

Kennedy adds, “The big exception to the no picture/teaser rule is prospecting to attendance-driven membership organizations like zoos and museums where you are using direct-mail buyer lists rather than donor lists. [Pictures are] a must.”

Do live stamps matter?
“A live stamp is a great investment,” Lapp reports: “I’ve seen a full-blown package with personalization and full-color components get beaten by a simple, scaled-back package with a live stamp.”