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marketing strategy | GOOD MARKETING

GOOD MARKETING For Nonprofits

They’ve Got e-Mail. Lots of It. Will Yours Rise to the Top or Just Contribute to the Clutter

By Heath Shackleford

Remember the days when you almost needed a forklift to transport all the special offers, super duper discounts and important notices that were stuffed into your mailbox? Opening it was a finely tuned skill. You had to pull it down quickly and spring into action or fliers and postcards would slide out and fly in all directions.

With arms overflowing, you’d walk the big stack of unsolicited mail in through the front door, drop it on the kitchen table and sort through it for bills, magazines, letters…you know, stuff you actually wanted, or at least were expecting, to receive. Everyday, it was more of the same, an unrelenting parade of nonsense.

For those who are too young, or too old, to remember the good ole days, never [...]

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