October 8, 1998
How One Charity Takes Advantage of the Gender Gap
Some people say that men and women are from different planets when it comes to relationships. They're also worlds apart when it comes to direct-mail solicitations from charities, a British group has learned.
Help the Aged, a London charity that provides medical and other services to poor elderly people, redesigned its appeals to take gender into account and dramatically expanded its ability to attract male donors.
With help from Target Direct, a
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