One of my favorite quotes of all time is from Albert Einstein:
“Insanity is doing the same thing, over and over again, but expecting different results.”
I thought of this quote often this past week as I worked through updated audience profile studies for a number of our clients.
We’ve done dozens of these analyses over the last year across our nonprofit and publishing client base. One overwhelming theme continues to emerge with each one– current direct mail strategies are driving responders who are old… and getting older at a rapid rate. A recent analysis gives a good picture of the response differences we have been seeing across the board:







