Others may give for other reasons. Some will give because they get a direct benefit from the charitable service, or they know someone who has benefited. Although some charities have a big retail...

Others may give for other reasons. Some will give because they get a direct benefit from the charitable service, or they know someone who has benefited. Although some charities have a big retail presence, the importance of repeat donations from a relatively small number of big givers means that direct marketing is a critical part of the charity fundraising mix.