Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

About a year and a half ago, CureSearch, a Bethesda, Md.-based childhood cancer research organization, realized it lacked the top-notch direct marketing program it needed to best serve its mission. Aside from seeking to build a well-planned program with a strategic mail schedule, the organization recognized the need for a well-defined, tried-and-tested list of direct mail supporters.

For the last two decades—and particularly the last few years­—vouchers have been a mailstream staple. And despite occasional evidence to the contrary, the format doesn’t seem to be going anywhere. “It’s really amazing,” states Patricia Silver, president of Bethesda, Md., consultancy Silver Marketing. “That little package, for the right product, does so well.” Most of the time, that “right product” is either a magazine or a newspaper, but voucher fever has been spreading of late, working its way into the programs of association, software, nonprofit and even financial services mailers. This can be attributed, in part, to savvy mailers “stealing smart,” contends Caroline Zimmermann,

A Media Tragedy of Tectonic Proportions Jan. 10, 2006: Vol. 2, Issue No. 2 IN THE NEWS Donald Dawson, 97, Dies; Master of Truman Whistle-Stop Donald S. Dawson, who as a presidential aide marshaled Harry S. Truman's crucial whistle-stop tour in the 1948 election campaign and who later had a long career as a Washington lawyer, died on Sunday at his home in Bethesda, Md. He was 97. —Wolfgang Saxon, The New York Times, Dec. 29, 2005 Joy Turns to Heartbreak as 12 Miners Confirmed Dead Only One Lives as Initial Reports of Multiple Survivors Prove Wrong TALLMANSVILLE, W.Va. (Jan. 4) -

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