If you can’t beat them, you join ’em. When it comes to a direct mail control, when you can’t beat it, you try to improve it. That represents the mission for Renée Simi, annual giving consultant for People for the Ethical Treatment of Animals (PETA), which has a control that goes back to the early 1990s and is mailed to nearly seven million prospects a year. “My PETA goal remains beating the control. On the other hand, I feel fortunate that we’ve had such a strong package working so well for such a long time,” she comments. Here are four ways in which Simi
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