National Rifle Association Of America

DM Diagnosis: What’s New?
June 1, 2007

After a brainstorming session one day, the Yoda of direct-response fundraising and I were mulling over ideas the group had generated. “You know,” Yoda said, “there really are no new offers anymore. It was easier to be brilliant before everybody started doing this. Now, you have to find a really good hook, or just the right spin, to make it seem new.”