America’s Second Harvest’s new direct-marketing approach yields ‘remarkable results’ and proves that donors are hungry for more intimate relationships with nonprofits.

By Margaret Battistelli Gardner

“Of course, we still include that reply envelope,” Shoemaker explains emphatically.

3. Change the creative content of appeal packages to more clearly report the needs A2H attempts to solve, along with increased emphasis on the negative consequences of those needs not being met. The new mailings tone down information about specific programs that are part of the A2H effort. In its place is a greater emphasis on the general issue of hunger and A2H’s core program of soliciting and distributing food and groceries.