A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
ABS now was focusing on quality as opposed to quantity with a close eye on long-term value of donors (not just acquisition response rates).
Once again, meaning-based fundraising delivered, and ABS’ cultivation program matched the previous year’s revenue goals - with one very pleasant exception: ABS actually raised more net revenue in fiscal ‘04 than in fiscal ‘03.
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