Response Magazine - December 2010

Giving Should Not Be Merely
a Seasonal Act

Editorial, Advertising & Design Offices:

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The Only Independent Source for Direct Response Marketers

“The test of our progress is not whether we add more to the abundance of those who have much; it is whether we provide enough for those who have too little.”

— Franklin D. Roosevelt

Each holiday season, out thoughts tend to turn to what we are most hankful for: friends, family, health, home, happiness — and when you’re lucky enough to have most, if not all, of those things, it can be easy to take any and all of them for granted.

But, the holidays are also often a time when many think of those least fortunate among us — man and beast alike — and reach out to help. The holiday season is also known as the giving season, and giving to charities and causes that we believe in has become a regular activity every November and December.

This is just one reason that Response has chosen to feature the Humane Society of the United States (HSUS) — and its amazing leader, Wayne Pacelle — this December. Pacelle’s work to grow the HSUS, in terms of membership and support as well as a political force, has relied heavily on direct response marketing across all media. But, more importantly, his lifelong commitment to the cause of animals is a stirring reminder of what each of us can accomplish.

Here at Response, we’re proud to have supported a number of industry-wide charitable endeavors over the years, ranging from AIDS/HIV research to wheelchairs for those who cannot afford them to ovarian cancer research and more. It’s certainly satisfying for me to come to work each day knowing that my teammates are kind and giving people, and, while each of us supports our own causes on our own time, that we can come together across political and religious differences to help those in need.

A social conscience is a crucial trait in such fast-moving and difficult times.

With how busy our lives can become, it’s simply quite easy to miss many of the more important things going on around us while we try to make our own way through this world.

That’s why it’s such a pleasure for me to be able to bring the story of a man
like Pacelle and a group like the HSUS to our readers. While Pacelle’s tireless
efforts serve as a beacon, you don’t have to drop everything to support the causes
you are most passionate about. A donation of money here, taking an afternoon to
volunteer there — if all of us were to do this regularly, not only would the world
be better served, but the non-profit sector of direct response marketers would be
more likely and able to invest in larger campaigns to drive
further success.

For all of us here at Response, I wish you a sparkling holiday season and all the best in 2011!

Publisher: John Yarrington

E-mail: jyarrington@questex.com Tel: 714-338-6724

EDITORIAL

Editor-in-Chief: Thomas Haire

E-mail: thaire@questex.com Tel: 714-338-6722

Senior Editor: Jackie Jones

E-mail: jackiejones@questex.com Tel: 714-338-6760

Contributing Writers: Irv Brechner, Patrick Cauley, William Gindlesperger, Jennifer Muniz, Jordan Pine, Donald L. Potter, William I. Rothbard, Peter Zalla