Hot Topic: Direct Response/Marketing
Marketing is an exchange relationship in which the marketer attempts to influence the behavior of the target audience. The central theme of marketing is that the customer or client is at the center of everything the organization does. Direct marketing or direct response is a sub-discipline and type of marketing. It attempts to send its messages directly to consumers through direct mail, email or telemarketing. In the fundraising context, it is a way of contacting large numbers of potential donors, lapsed donors, and current donors with a specific call to action.
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