The most powerful word in fundraising?
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And increasingly, e-mail is becoming a major part of many renewal efforts. Whether you use e-mail to directly solicit renewed support (as you should for any Internet-generated supporters) or merely to inform recipients about an upcoming renewal mailing, the use of e-mail should not be ignored. FS
Jim Hussey is president of direct-response agency Adams Hussey & Associates, with offices in Arlington, Va., and San Francisco.
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