Bagging the Brown Bag

Chicago-based hunger-relief organization America’s Second Harvest wasn’t working with a lagging control when it devised and tested this campaign. Quite the contrary — the organization’s brown lunch-bag appeal was doing “fabulously,” says Terri Shoemaker, senior account director with Merkle/Domain, the Seattle-based direct-marketing consultancy that teamed up with A2H in January 2002. It was generating a strong response and average gift, but it was expensive to mail.