Russ Reid, founder of direct marketing firm Russ Reid in Pasadena, died Dec. 7 at his home in Sierra Madre. He was 82 years old.

Reid started the firm that bears his name in 1964. As one of the nation’s largest direct response firm specializing in nonprofits, it has helped clients such as World Vision International, American Red Cross and American Cancer Society. It has a staff of 300, with offices in Pasadena, Fairfax, Va., and Toronto.

He is survived by his wife of 32 years, Cathie, his children Mark Reid, Paul Reid, Anne and John Oppermann and Janis Reid, eight grandchildren and a brother, Bob Reid.