Direct Marketing and Merchandising

Course Description

Examine the principles of ethical direct marketing and the role it plays in the fundraising. This includes direct mail, telephone campaigns, door-to-door drives, street-corner campaigns, DRTV, telethons, email and the Internet, as well as the sale of products from inexpensive chocolate bars to trips costing thousands of dollars and affinity credit cards branded with a charity's logo. Explore customer relationship management, targeting and segmentation. Discover why (and how) research, measurability and accountability are so important.