Above and Beyond

Hines says she has clients who have seen between 5 percent and 8 percent response to upgrade mailings ­— results that seem to hold true year after year.

“For organizations that we’ve been doing these upgrade campaigns for, we did them the first year and it was very successful. Resoundingly successful, and we thought, ‘OK, everybody who was going to upgrade has done it. We’ll try it again this next year but it probably won’t work,’” Hines says. “[But] their revenues went from like $45,000 in upgrade revenues the first year to $85,000 in the second year, so there was actually, I would say, almost a hunger among their members to do more than what they had been doing.”