Gold Awards Time!

It used to be that a nonprofit would send out a direct-mail piece and, basically, sit back and hope the checks would start rolling in. If a recipient was reading the piece and her phone rang, the nonprofit might likely lose the donation she would have made had she not been interrupted while reading the solicitation — no matter how compelling it was. That’s just the nature of the human attention span, which too often is said to be the equivalent of a highly caffeinated gnat.