2012 DMFA Acquisition Package of the Year: Covenant House Paint Can

By Joe Boland

In the end, the paint can package with the book premium had a response rate around 1.1 percent to 1.2 percent with a significantly less expensive cost per package than the high-end premium versions, making it the control once more. And Covenant House continues to test ever element, such as the book mailed with a dime and a penny as well, which increased the response rate by 42 percent — however, it also increased the cost per thousand by 24 percent.