Fund for Animals Plans for Risk and Wins

Results: Over the past three years, FFA has received more than $10 million in bequests from a relatively small group of donors. By taking a risk within the direct marketing program, FFA has developed an additional revenue channel to support its mission.

Lynn Edmonds is president of L.W. Robbins, a Holliston, Mass.-based direct-response fundraising agency. She also is a member of the FundRaising Success Editorial Advisory Board. She can be reached via e-mail at ledmonds@lwra.com.