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This is the most complete guide ever written for non-specialists on direct mail fundraising.Ben Hart's direct mail programs have raised hundreds of millions of dollars for scores of non-profit organizations. But Hart's insights and secrets to profitable direct mail fundraising will work just as well for businesses and for-profit commercial enterprises. According to Hart, the three important rules for success in marketing through the mail are:* make sure that you are writing to the right people, that is, that you have secured the right mailing list* your letters should come across as a personal communication from one person to another* write about what your reader is interested in, not what you, the writer, are interested in. Hart's book is chock full of other rules, tips and axioms for effective letter writing, list selection, database management and the design and production of mailings that will help ensure success. Anyone who is involved in direct mail marketing on any level should read, and re-read, this book often.

"According to Hart, the three important rules for success in marketing through the mail are:
- make sure that you are writing to the right people, that is, that you have secured the right mailing list
- your letters should come across as a personal communication from one person to another
- write about what your reader is interested in, not what you, the writer, are interested in. Hart's book is chock full of other rules, tips and axioms for effective letter writing, list selection, database management and the design and production of mailings that will help ensure success. Anyone who is involved in direct mail marketing on any level should read, and re-read, this book often. Until now there has not been a direct mail handbook of this quality and range for those not in the profession.
- Until now there has not been a direct mail handbook of this quality and range for those not in the profession.
- Hart offers trenchant advice on how to do direct marketing on the internet, by applying his basic set of rules
- For anyone raising money for a charity, a school, a church, a hospital, a sports team, a political campaign, children and refugees, and other causes"

Benjamin Hart

Benjamin Hart is the author of four books of history and political commentary, and also is one of the most successful direct mail fund raisers in America. A graduate of Dartmouth College, he is president of a direct marketing agency and also an active consultant to numerous non-profit organizations.