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Covenant House finds that religious symbolism — with some glitz added — gets envelopes opened.
“We find the religious imagery is beneficial for us, both in the Spanish-language market and in the general market,” Dengler says. “And since our president is a Catholic nun, it makes sense for her to use that imagery when she talks to people. ... Although we do test away from it, the testing shows that the religious aspect improves results.”
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