Growing Pains Abound for Local Cancer Charity

“Once you personalize, you’re kind of stuck,” says Crosby, a self-professed data hound. “You’ve got to do it beautifully — all out or not at all.”

One thing Crosby discovered during this fundraising overhaul: While the Sarah Jessica Parker letter worked effectively to legitimize LINC’s cause, it failed to localize the charity. Since the package came addressed by a national celebrity, prospects assumed it was a national organization.