An Unkind Cut?

The reason? Ravenscroft sees it as a result of ACA’s audience being, in large part, older individuals who, rather than being turned off by a two-color package, are heartened by the simple mailing because it looks cost effective.

Proving its mettle in the mail, the gray mailing remains ACA’s control. The organization has since continued testing other variables such as the mailing’s gift string and lowered the cost to acquire donors to $7.94.