Four Keys to Cutting DM Production Costs April 18, 2006 By Abny Santicola, editor, FundRaising Success Advisor Even if your organization isn't able to do much testing of your direct-mail packages, there are some tried-and-true ways of cutting costs that are worth considering. Richard Goldsmith, president of New York City-based direct-response fundraising agency The Horah Group and author of the book "Direct Mail for Dummies," shares the following tips: 1) Use lighter-weight paper. 2) Use envelopes with an open window instead of a poly window, unless you're mailing internationally. 3) Clean your list. "Use all of the Postal Service products for mail-update services to
Richard Goldsmith
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