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he was told that only about one in four adult Americans were "mail responsive" - that is, susceptible to offers or appeals by mail. By the turn of the century, according to the Simmons Market Research Bureau, two out of every three adults were buying goods or services by mail or phone every year. Many purchases involved telemarketing - but there's no doubt Americans are now more mail responsive.

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Surveys also reflect the growing importance of direct mail appeals in the fund raising process. Research shows that fund raising letters are the top source of new gifts to charity in America.

People send money because they support organizations like yours. Your donors aren't yours alone, no matter what you think. Because they have special interests, hobbies and distinctive beliefs, they may support several similar organizations. A dog owner, for example, may contribute to half a dozen organizations that have some connection to dogs or a wildlife protection group. A person who sees himself as an environmentalist might be found on the membership rolls of five or six ecology-related groups: one dedicated to land conservation

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