A well-executed cartoon can intrigue potential donors right into your direct-mail package.

By Stu Heinecke

How do you know if a particular cartoon is on target to produce exceptional results in your campaign? Put it to the “Refrigerator Door Test.” Ask yourself, “Is this cartoon likely to be kept on the recipient’s refrigerator door?” If not, you have somehow compromised the value of the cartoon to the recipient. And that most often is the result of improper focus.