ABSTRACT
Direct mail is an effective way for public relations writers to appeal to key publics for support that goes beyond donor generosity. Donors want to know that their contribution matters. Email appeals are said to be even more effective. The real value of a direct-mail appeal is its ability to provide personalized messages that interest particular readers. Appeal programs often link with well-known entertainers, athletes or community figures, both as people who will speak on behalf of the organization and as honorary directors. Most organizations go online with their fundraising, and they try to make it easy for would-be donors to contribute online. Online fundraising also is a significant tool in the political arena, and its importance is mushrooming. Internet-based fundraising offers some real benefits for organizations seeking donor support. CARE Canada receives contributions from throughout the world, though its traditional direct-mail fundraising activities are focused on the Canadian provinces.
