A few months ago, I saw a full-spread, anti-slave labor ad that featured shackled hands, one on each side of the two pages. Attaching them was a strip of paper that formed a chain holding the pages together. It was an arresting image that seized my attention. Then it got even better. It got interactive.
When Kwi Brennan came to New Jersey’s Rutgers University in 1996, volunteers culled from the alumni and student body were raising about $2 million a year through telemarketing. Not bad, but not exactly blazing either.
Then Brennan, the senior director of annual giving, and his supervisor, Victoria Wilt, turned up the heat. Telemarketing revenues jumped up to $2.5 million in 1997, $2.9 million in 1998, $3.1 million in 1999, $3.7 million in 2000, $4.2 million in 2001, $5 million in 2002 and $5.1 million in 2003.