A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
Gone is the brochure-like Web site, and in its place are vibrant photos, moving stories, interactive devotionals, and dynamic giving opportunities. With donors drawing meaning from their giving at a new and deeper level, using the Internet to accelerate this experience is only natural.
Max Bunch is senior vice president of client services at Dallas-based marketing-services firm the Stratmark Group. He can be reached at mbunch@stratmarkgroup.com.
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