Mackenzie Darbyshire

How do you make a piece of mail feel personal when you’re sending it to thousands of people at once? It doesn’t start with a name at the top of the page. It starts with a story. Not the organization’s story. But a real story—about a real person, a real family, a real moment. Told simply. Honestly. The way you’d tell it to someone sitting across from you at the kitchen table. Then this story is the spine that holds the entire campaign together. Every version. Every line that changes. Every...

I'm going to say something that might ruffle a few feathers: mail is not dead. It's not dying. It's not on life support. And if your direct mail program feels like it is? That's not a mail problem. That's a strategy problem. So let's talk about it. I fell in love with fundraising through direct response. It's this beautiful mix of marketing and communications and fundraising, all woven together. It's an art and it's a science. And when it's done well? It is one of the most powerful,...

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