Letal has over 17 years of experience in direct response roles leading and guiding large multi-channel acquisition and conversion programs, offering perspective that blends both deep channel knowledge with extensive strategic and operational insight. Prior to joining Planned Parenthood, during her time at the ASPCA© she was on the frontlines of DRTV, face-to-face canvassing, telemarketing, and mail acquisition as well as conversion initiatives. She has intimate knowledge of all facets of large-scale monthly donor programs from multi-channel acquisition, maintenance, cultivation to retention strategy and implementation.