Richard Goldsmith

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

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