An Unkind Cut?

Since the initial test, ACA has worked to lower the cost of the insert. The second time the newsletter with the floating reply dropped, it went to 91,000 people and cost the organization less than $2,000.

Testing, take two
When Ravenscroft arrived at ACA, the organization was sending — and had been for nearly 10 years — as its cold-acquisition package a plain gray No. 10 envelope with the Alley Cat Allies logo and return address in blue on its face. The envelope flap on the back featured “Thank you for your help!” copy in blue, and below the flap was a box with an ACA testimonial from allpets.com magazine. Thinking the package rather bland, especially in terms of what she saw other animal-welfare organizations such as the Humane Society, the ASPCA and PETA mailing, Ravenscroft suggested testing a redesigned, more visually appealing package.