Jemma Wilson

The October 2007 issue of Professional Fundraising, the British fundraising publication, included this to-the-point “case study” that underscores the importance of testing your appeals. “The Children’s Society first introduced its toothbrush mail pack in November 2004. Since then the charity has sent out around a million packs and raised [more than 600,000 British pounds] from the mailing, which uses the strapline: ‘No time to pack when you’re running from abuse.’ The pack asks donors to send back the toothbrush, each of which costs the charity [2 pence] to buy, with an extra donation to help fill a bag for a runaway child. The charity

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