December 11, 2003

Offer Donors More Than a Plea for Gifts

By Robert Egger

Over the next month, mailboxes across the United States will be bombarded with direct-mail appeals from charities. The letters will come in all shapes and sizes, but most of them will describe an urgent need for more money. Some will point to outside forces like decreased federal funds, bad government policies, a weak economy, or a spike in demand for food, shelter, job training, and other services. Others will offer intimate glimpses of the lives of the people they reach out to, and in many

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