Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

The organization wanted to raise funds for this latter part of its work. At first I was skeptical about something so different from what it usually talked to its donors about, but when I got the material about one of the tribes it worked with, I began to change my mind. It was dramatic, exciting stuff.