I Would Like to Propose a Test

Once upon a time, instead of presiding over my own agency, I was sitting on the other side of the desk as the vice president of development at the National Easter Seal Society.

Back then, I had the responsibility to pick and choose among the many direct-mail marketing agencies that came knocking on our door looking for new business and promising breakthrough results that would lead to higher income, lower costs, less attrition, greater efficiency and more loyal donors.