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

By Stu Heinecke

So we’re back to our original question. Why would anyone in his right mind consider testing humor in a fundraising campaign? Because it works. Like nothing you’ve ever put in the mail before. It already has beaten many controls across many industries and missions; I know because some of my own publishing controls have stood for 15 years or more.