The Little Mailing That Did

Mega response
Kent Rohrbach, senior account director for L.W. Robbins Associates, credits good list selection for much of the mailing’s success. Mailing only direct-mail responsive individuals is key. The timing of the mailing’s message also helped response.

“If there’s any time of the year when donors and prospects alike are going to respond to the issue of hunger, it’s during that Thanksgiving and Christmas and Hanukkah time period,” he says.