Max Hart

Before launching a successful career in nonprofit fundraising, Angie Moore was bitten by the direct marketing bug. She grew to love direct response during her seven-year stint at an Atlanta-based B-to-B agency, then left to take a job at the American Cancer Society. From there she went on to become group vice president of customer relationship marketing at the Arthritis Foundation, where she was the driving force behind the organization's direct response fundraising efforts. Moore is now back at the American Cancer Society—in a new role as mass market CRM initiative leader of the Income Development Council. She pauses to consider boomers, raising funds

By Hallie Mummert Being able to measure response and pinpoint the reasons for success gives direct marketers a leg up against general advertisers. Testing is not an optional activity you can afford to cut out of your budget during lean times. When you look at testing as a luxury or an expense, you ignore the main advantage direct marketers can lord over brand-driven general advertisers: Concrete measurement that attributes response and sales to the campaigns responsible for generating these activities. Think about it: You don't need to spend money on magazines, television

"Sometimes the best moves are the ones you don't make," counsels Max Hart, president of Disabled American Veterans. This advice becomes even more insightful when paired with Hart's background in direct marketing. After putting in some time at Procter & Gamble learning the ins and outs of marketing, Hart fell into the direct marketing industry by landing a job at R.L. Polk where he marshalled the purchase and expedition of vehicle title information. During his years at the data compiler, he was lucky to run across not one but two mentors. Tom Maloney, a vice president at R.L. Polk, hired him for this beginning

If you're going to add the phone to your fund-raising arsenal, when and where does it make sense? "The phone should be in addition to any direct mail you are doing," says Tim Twardowski, executive vice president of InfoCision Management Corp., an Akron, OH, telemarketing agency with more than 150 nonprofit clients including the Salvation Army, and other health, fraternal and political organizations. For fund raisers, he says, "the goal with telemarketing should be to generate incremental income for the organization." Charles Cadigan, vice president and senior strategist at Epsilon, agrees, explaining, "Some would argue that you should take dollars away

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