This is the most complete guide ever written on direct mail fundraising. The author is Ben Hart, whose direct mail programs have raised nearly a billion dollars for scores of non-profit organizations.

But Hart's insights and secrets to profitable direct mail fundraising will work just as well for businesses and for-profit commercial enterprises.

According to Hart, the three important rules for success in marketing through the mail are these: Make sure 1) that you are writing to the right people, that is, that you have compiled the right list;...