Boys Town

At a DMA fund-raising day in New York City, a marketer from Boys Town said that for years his organization refused to use the little personalized return labels because, "Everybody was using them and we did not want to look like everybody else." Then one day he went into the mail room and grabbed 10 pounds of Business Reply Mail "just to see what we were getting." It turns out, a large number of the BREs had return labels from other charities in the upper left corner. "Obviously our people responded to return label mailings," he said. "We tested one and it is now

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