A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
A radical step
In fiscal 2002 and 2003 (during the post-911 crisis), ABS did something that for many other nonprofits would have signaled certain death for the program: It suspended acquisition. During that time, ABS researched its donor base, honed its message and garnered board support for a renewed mission statement and copy platforms.
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