That day Bernard's agenda came to a premature close. In the half-hour that was left he decided to introduce his diverse audience to some of the basic principles of direct-mail fundraising, more as general background than in the belief it would have practical application.
Nadia didn't say much, but she had that rare ability to learn quickly from others. She took careful note of the samples of direct-mail packages that Bernard showed. She thought if these can work in other countries, why not in Ethiopia, where the need is so great? And where despite the poverty there were some people who could help her cause (which is to fight the rampant deforestation currently ravaging Ethiopia's countryside).
Nadia took her notes and some sample packages back to her home in Addis Ababa where, with a little long-distance help from Bernard, she put together Ethiopia's first-ever direct-mail fundraising appeal. It was also an appeal package that any fundraising guru anywhere in the world would have been proud to have created.
Nadia prepared all the ingredients of a typical direct-mail appeal — letter, leaflet, reply form, reply envelope. All were competent, colourful and complete. So she had her letter, but who was there in Ethiopia to send it to?
There are no commercial list brokers in Ethiopia and few, if any, lists to rent. Then, showing how enterprising a fundraiser can be, Nadia took the Addis Ababa telephone directory (a slim volume) and mailed 500 addresses from it as a test. Her reasoning was that if you owned a telephone in Addis, you were a prospect.
She (and her trustees) awaited response. Time passed. Responses came in, but not as many as she'd hoped (see results, below).
Special characteristics: Brilliant letter-writing skills blended with an ability to copy standard fundraising procedures very faithfully and effectively.