Carsten Walter

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

Here's a scenario: It's January. The first month of a brand new year, ushered in—you hope—by donors and prospects with cheerful anticipation. So, what do you do if you're a nonprofit sending out the first renewal for this brave new year? If you're The Heritage Foundation, a Washington, D.C.-based conservative research and educational think tank, you go all out, as it has every January for more than 20 years with this business-style effort (Archive code #601-172705-0501). The mailing is dressed in an ecru #9 envelope, with the Heritage Foundation logo boxed and embossed in gold on a blue background in the upper left

By Denny Hatch I've been an American Express Cardmember since 1964. As a company that has been in business for a long time, you would think it would have business on the Internet aced. Think again. I lost my American Express platinum card (for which I pay $300 a year) and wanted to report it. I went on Google and searched both "American Express Platinum Card" and "American Express," and went through screen after screen looking for how to report a lost card. Finally I found an 800 number to report a lost card and dialed it. The recorded message: "You have

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