Giving is truly becoming the new “getting.” ... The trend includes global names such as Coca-Cola, Unilever, Nike and Toyota, as well as smaller, cutting-edge stalwarts like Warby Parker, Panera Bread and Runa Tea. Panera Bread, for example, recently opened several Panera Cares Cafes at which customers pay according to their financial means. Profits from the ventures will be used to fund job-training programs to help elevate the disadvantaged in the area. These companies are finding new and innovative ways to connect with their core customers and prospects—and using social good as the means of connection

No letter can persuade, convince or sell if it doesn't get read. That's why, in direct mail, the very first job of the copywriter is to get your envelope opened.

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