Regarding the pennies discussion, in addition to the penny-marketing, old-timers will remember what Disabled American Veterans did in their fundraising package back in the 1970s: They put live postage on the return envelope! And not just any postage – they used five one-cent stamps!
I was prospecting the great Max Hart one day and asked him about this. “Why the penny stamps, Max? Why not use a five-center? Why not use an indicia?”
“Well, Rich,” he says, “we want to look like we really need the contribution, that all we can afford to buy are one-cent stamps.”
I ended my pitch after I asked him what percent of his lists worked.
“After our data is complete, we discard the least profitable lists …”
Impressive then, incredible today.
Rich Reinhart, President, List Counsellors Inc., Allentown, NJ
