OPEN MINDS, The Behavioral Health & Social Service Industry Analyst "Eye On Marketing" Direct Mail – Yuck! That unwelcome, useless junk that kills trees, stuffs our mailboxes beyond overflowing, and generally annoys us at the end of a long busy day. Direct mail is also a critical component of any fundraising, development, or public relations campaign. Done well, it communicates your organization's message, reinforces its image, elicits a response from readers, and spurs them to action. Crafting an effective direct mail piece is truly a combination of art and science. The . . .