A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
Unfortunately, the organization spent the rest of the year wondering if those new donors gave because they felt connected to the mission or because they liked the premiums.
ABS also was in the trap of “as acquired, so renewed” and felt compelled to continue to offer the elaborate premiums to keep donors on the file. Adding to the challenge was the fact that ABS’s message about the life-changing power of the gospel and Word of God had been understated to a more general message about the goodness of God.
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