March 18, 2004
A Veteran Direct-Marketing Fund Raiser's Bright View of the Future
When Max Hart began work at the Disabled American Veterans in 1969, the organization was best known for the gifts it included in its mailed fund-raising appeals -- miniature license plates for motorists' key rings that were personalized to match the tags on each recipient's car.
The I-dento Tags, as the trinkets were called, had been helping the Cold Spring, Ky., organization bring in the money it needed for nearly 20 years. But by the end of the 1960s, donations were starting to
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