"Direct mail is the technique of asking strangers for money through the mail. It is not as easy as many people think. Many people who run organizations think they can write the letter and voila the money pours in. In fact, direct mail is a technique, part art part science. And you can lose your shirt if you don’t know the techniques. But the people who know the techniques are masters at moving the people to action. What direct mail guys know is that people will not act unless there is an emergency that has made them angry or fearful. Nothing else works. " http://www.crisismagazine.com/2015/men-dont-march-natural-law
