A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
In fiscal 2003, it slowly began moving its messaging toward a more “meaning-based” fundraising approach. Gone were the elaborate premiums, but gone also were the general statements about “sharing God’s light in the world.”
The new ABS messaging boldly spoke about the life-changing message of the Gospel and the importance of God’s Word in the lives of believers all over the world.
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