Bob Levy
Words count: Why fundraisers have to change what they say and how they say it
![‘Following a set process will no longer produce a predictably positive result.' Bob Levy](https://classy-cobra.transforms.svdcdn.com/production/images/Articles/Opinions/1-BobLevy-230x225.jpg?w=230&h=225&auto=compress%2Cformat&fit=crop&dm=1401875031&s=36163b6a8ea00270016447ab38b9df83)
by Bob Levy
Over the last decade, the direct marketing industry has been smitten by data base gurus who have touted the segmentation of donor files as a process akin to the magical mystery tour.
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