FOCUS ON: LISTS Feeling Exhausted? Your prospecting lists — and you — can get a much-needed pick-me-up with an influx of nams from commercial files.

Call to action
“Send back the reply card while it’s still in your hand” is a familiar refrain in commercial copy, pushing the prospect to act quickly. Nonprofit copy also can fight procrastination by asking the recipient to take action right away — provided you give a compelling reason to do so. Why is it necessary to act now? Tie your urgency to something real.