DM Diagnosis: Heritage Foundation Appeal Takes Risks
Monthly giving effort falls prey to postage increases and a potentially damaging deal to donors.
Everything about the Heritage Foundation's invitation to join its monthly giving program screams, "Look at me! Open me! I'm irresistible!"
I have been a Heritage Foundation donor off and on for many years, and because I've received this package before, I believe it's a control. And a brilliant one.
A donor's experience with it is very tactile and begins with the 93⁄8-inch-by-12-inch outer envelope constructed of clear, plastic sheeting material that feels a bit heavier than the kind used to make freezer food storage bags. There's no flap, per se, but a slit at one end is "sealed" with an official-looking, neon-orange WARNING label that also reads, "Please do not tamper with or obstruct delivery of the contents of this package."
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