DMAW Executive Committee
& Board of Directors 2015
Avalon Consulting Group
202-429-6080 ext. 106
Vice President/President Elect—Cheryl Keedy
Production Solutions, Inc.
Barton Cotton, 410-565-5040
Secretary—Alan Rich, Nova Label Co.
Immediate Past President—Peter Carter
Chapman Cubine Adams + Hussey
Board of Directors
Dennis Ashcraft, Colortree Group
Samantha Brown, Schultz & Williams
Kate Carr, Silver Marketing
Jim Chmielewski, Public Interest Communications
Mike DeFlavia Lautman Maska Neill & Company
202-296-9660 ext. 211
Melissa Ford, Mal Warwick | Donordigital
Sherene Kelly, Wiland
Liz Kincheloe, Infogroup
Mikaela King, Defenders of Wildlife
Peter Maaseide, L&E Meridian
Shira Mitchell, Special Olympics
Eric Rardin, Care2
Jeff Thomas, ProList
301-924-4545 ext. 1022, email@example.com
DMAW Educational Foundation Liaison—
Syma Mendelsohn, 301-351-4863,
DMAW Educational Foundation
Carrie Schweikart, President
DMAW Executive Director
703-689-DMAW, fax 703-481-DMAW
DMAW Marketing AdVents: (ISSN 0896-4742) is
published monthly by the Direct Marketing Association
of Washington, Inc., 11709 Bowman Green Drive,
Reston, VA 20190-3501. Periodicals postage paid at
Herndon VA and at additional mailing offices.
BY JAMIE NATELSON
Why we do what we do, the culmina-
tions of our work, our raison d’etre
Okay, the last one might be a little bit excessive,
but we all want to achieve results from our hard
work…whether that be in sales, donations, clicks,
or actions taken.
No one is more excited than I am to see returns
come in from week to week, whether those re-
turns are for a package, an email, or a telemar-
keting campaign. If the responses are late, I am
first to chase them down, to notice something is
off, and often to spot a problem. Results matter,
Daily, many articles are sent to me about pana-
ceas, the next big thing, and what is new in direct
marketing. Some work, some don’t, but most are just interesting concepts with little
data behind them.
That is why we are told not to believe everything we read, and as good direct marketers,
we test, we redesign, we reconfigure, and we test again. We know to follow the data to
find out what truly works, not what we think is cool.
While it would be nice to find the hot new secret sauce that instantly improves results, it
is not always the big ideas that we can depend on.
I myself try not to chase too many shiny balloons, but tether my tests in tried-and-true
best practices: assessing the risk, assessing the cost, and assessing the potential impact
on campaign performance… lest my Good Year test quickly becomes the Hindenburg.
So, whether you are as fulfilled by fulfillment as I am, I think as direct marketers we crave
more than attention, more than what is shiny and new. We want what works. We want
results. If that comes in a plain white envelope, so be it.
P.S. Don’t forget to check out some great upcoming DMAW events in the next few months:
DM101 is on March 11; Using Mobile is the Lunch and Learn on March 19; and Advance Top-
ics for Direct Marketing Fundraisers is on April 14. You might even find the secret sauce.
Reach for the Peak
The 10th Annual Bridge to Integrated
Marketing & Fundraising Conference
Gaylord National Hotel and Conference
Center National Harbor, MD
July 7-9, 2015
Postmaster: Send address changes to DMAW
Marketing AdVents, 11709 Bowman Green Drive,
Reston, VA 20190-3501; email firstname.lastname@example.org •