Don’t be Afraid of Making a Promise

Direct mail packages from Doctors Without Borders/Medecins Sans Frontieres, an independent international medical-aid agency, include the organization’s expense ratios in each mailing so donors see where and for what purpose their money goes, according to Fiona Walsh, marketing director at MSF.

Robert Lerose, a freelance copywriter with 20 years’ experience, specializes in direct-response advertising. He can be reached at (516) 486-0472 or by e-mail at robertlerose@cs.com.